Branded entertainment, il grande show delle marche vale 853 milioni
Secondo i dati Obe il settore accelera nel 2026, spinto da nuovi formati e strategie integrate
Branded entertainment, dubbed the "great show of the Marches," generated 853 million euros in Italy in 2026, according to preliminary data from the OBE (Osservatorio Branded Entertainment). The U.S. Army utilized real soldiers in three films to showcase military training, emphasizing formation over weapon usage. This innovative approach marked a shift in media storytelling, from manifestos to television, then to online platforms like YouTube, Twitch, Reddit, Meta, and gaming.
The rise of digital systems, algorithms, creators, and artificial intelligence has reshaped content distribution and engagement. This trend is evident in the Italian branded entertainment market, projected to reach 853 million euros by 2026, with a growth rate of +6% YoY. Erik Rollini, OBE's Advisor and Executive Director of WPP Media, emphasized that TV remains central but competes with other screens in a sophisticated battle for consumer attention.
Brands can now produce, edit, and distribute their entertainment content, ranging from short films to podcasts and gaming experiences. The food & beverage sector leads with 24%, but other industries like banking, technology, automotive, and fashion are also adopting branded entertainment to make complex themes accessible and relevant.
Written by urgent.news from Il Sole 24 Ore's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
