The Future of Entertainment Franchises

Entertainment franchises will not deliver in the future what they have in the past.

In full disclosure and for what it’s worth, I have many years of experience in franchise management & franchise development in the Entertainment industry. Anybody who is familiar with the entertainment industry understands the exceptional returns on investments that franchises have delivered over the years (see Disney), especially those with a clear creative point of view and narrative thread (see Marvel and Harry Potter).

Recent research shared by TheWrap, originating from Tubi, reveals a striking trend: a whopping 74% of Gen Z and Millennials express a preference for original content over established franchises. Furthermore, 71% are eager for more offerings from independent creators. This sentiment signals a potential pivot in content consumption preferences that could shape the entertainment industry’s inevitable future.

So, here I am, stating it again: entertainment franchises will not deliver in the future what they have in the past. This isn’t to say they’ll vanish — far from it. The extensive licensing deals, theme park adventures (think about the anticipation surrounding Frozen 3), and more, ensure they’ll remain part of the entertainment fabric. However, their dominance may diminish as the content landscape diversifies.

I see several factors contribute to this shifting tide:

Platform Shifts: Gen Z and Millennials, raised on YouTube and TikTok, gravitate towards content produced by independent creators and influencers. This trend undoubtedly influences their preferences and consumption habits.

Consumption Patterns: The frequency and volume of content consumed on platforms like YouTube and TikTok far surpass traditional media channels. Daily, even hourly, engagements are the norm, reshaping expectations and content relationships.

The Authenticity Factor: Authenticity ranks high on the value scale for both Gen Z and Millennials. Creator-driven content often carries an authenticity that scripted (and sometimes unscripted) productions just don’t match.

The question arises: are we witnessing the onset of “superhero fatigue,” or is it broader, encompassing “franchise fatigue”? While compelling narratives will always find their audience, the traditional franchise model may be evolving to accommodate new tastes and preferences.

The entertainment industry is transforming no doubt, and the role of franchises is up for debate. Great stories will always captivate; how they’re told and who tells them might just be changing.