Author(s): Utkarsh Dwivedi, Utkarsh Dwivedi, Madhvendra Misra,
The media and entertainment industry in undergoing a significant paradigm shift driven by technological innovations that enable increasingly intuitive and immersive user experiences. Identifying immersion as a key pillar of futuristic entertainment business, this study conducts a comparative analysis of immersion quotients across three dominant media entertainment channels. Utilizing a mixed methods approach, the research analyzes a large corpus of web based textual data through digital textual analysis tools (Voyant & lancsbox) to identify prevailing thematic patterns. These findings are triangulated with a longitudinal mapping of entertainment preferences and a robust psychometric scale for measuring immersion. The findings unravel distinct immersive experiences across platforms, with interactive and socially integrated media formats demonstrating superior capacity of fostering deeper engagement. The study concludes that in order to optimize immersion quotient, organizations must strategically recalibrate media offerings by prioritizing features that enhance interactivity, social connectivity and user agency. Further the discussion underscores that the greater autonomy within the business of content entertainment is a crucial design aspect and it directly correlates with increased repeated user engagement, offering a pathway for sustained competitive advantage in the evolving media landscape.