What consumer behavior reveals about VR’s growth potential

The virtual reality market is in transition.
Virtual reality as a consumer product sits in an uncomfortable spotlight. Recent signals point to a cooling VR market, with delayed headset launches and a growing view of VR as a specialized segment, while industry momentum increasingly shifts toward AI, AR, and connected eyewear.

Understanding American interest in the Olympic Games

Habo conducted a study in the United States to measure the level of interest and engagement in the 2026 Olympic Games.
The research found that the majority of adult Americans (77%) plan to watch the Winter Games, with interest levels similar to those for the Summer Games, driven more by the competition than the ceremonies (88% vs. 64%). The study also revealed significant differences in viewership preferences and motivators across demographics, especially among age groups.

Deepening audience understanding: From segmentation to personas

Segmentation and personas offer complementary approaches to structure market analysis, refine activation strategies, and support decision-making—illustrated through a case study on Broadway audiences.

The differences in professional sports fan engagement and how they affect revenues

Sports organizations can no longer rely on a one-size-fits-all approach to fan engagement. From North America’s entertainment-driven model to Europe’s match-centric tradition and the Middle East’s emerging market, behavioral differences directly shape revenue potential.

New York vs. Los Angeles: How do these two entertainment giants compare?

New data from Habo reveals significant differences in paid entertainment consumption between Japan and Western markets. While 74% of Western consumers attended a paid entertainment activity in the past year, only 49% of the Japanese population did the same.

Exporting creative concepts rooted in Arts and Culture

How do audience expectations shape the success of arts and culture-based touring experiences? While cultural heritage resonates in Europe, entertainment value drives engagement in North America. Understanding these nuances is key to adapting creative concepts for different markets.

Navigating through entertainment market dynamics and consumer expectations

To stay ahead in a dynamic industry, entertainment companies must comprehensively understand audience needs, market trends, and competitive practices.

Defining the spectrum of immersive location-based entertainment

Back Defining the spectrum of immersive location-based entertainment experiences Photo credit: Convergence Station, Meow Wolf Over the past decade, immersive experiences have boomed, taking many forms. This expansion has been a significant trend in the entertainment industry— according to Habo, in 2019, the immersive location-based entertainment (LBE) sector was worth nearly US$5 billion. Its growth […]

Think local, act global

Back Point of view Think local, act global (Text originally published in Les Affaires on June 25, 2020.) Since the 1970s, the ideology “Think global, act local” has guided world leaders, lulled by the thought that the prospect of a global market should also be anchored in local roots. However, in recent months, major social changes have […]