Broadcasting is no longer confined to screens.
As linear viewership declines and audience habits fragment, broadcasters face a choice: evolve or fade into the background. Extended Reality (XR), virtual production, and metaverse platforms are no longer experimental add-ons—they are becoming core strategies for storytelling, brand connection, and audience retention.
As a result, for Independent Software Vendors (ISVs) and broadcast technology providers, this shift is both a challenge and a rare growth window. Those who can deliver immersive experiences at scale will set the pace for the next generation of media engagement.
Why Immersive Formats Are Now Essential
Virtual studios, interactive AR overlays, and real-time 3D visualizations have moved from innovation labs into live production workflows. Their appeal is clear:
- Retain fragmented audiences with interactive, participatory content
- Differentiate through experiences that go beyond passive viewing
- Unlock new monetization via XR ads, virtual events, and branded 3D content
Sports, news, and live entertainment face the highest urgency as immersive formats become vital for real-time audience connection.
XR Global Revenue Forecast (2023–2028)
“XR market revenues will nearly double from $21.4B in 2023 to $41.8B by 2028, with a 14.4% CAGR.”
— Artillery Intelligence
Where It’s Already Working — Global Case Studies
For example, consider how XR is already delivering results worldwide:
1. Real-Time Virtual Production — FIFA World Cup (RTBF)
Belgium’s RTBF used Zero Density’s Reality Engine and XR LED walls to create a rooftop “set” overlooking live stadium feeds. AR stats, live guest interviews, and photorealistic Unreal Engine rendering brought an immersive, multi-layered broadcast to viewers.
2. XR Newsrooms — Hunan TV, China
Hunan TV transformed its newsroom with layered LED displays, virtual environments, and 3D-rendered news graphics transform the traditional newsroom into a dynamic storytelling space that builds emotional resonance.
3. Next-Gen Sports Viewing & Fan Engagement
XR Sports Alliance, with Apple and Qualcomm, delivers 8K sports streams, athlete POV replays, and multiple camera angles. Deloitte reports that 59% of Gen Z and 65% of Millennials would pay to watch live sports in VR from a seat of their choice.
4. Metaverse Events — Fortnite & Travis Scott
Over 12 million viewers joined a single metaverse concert, proving that immersive events can deliver massive scale. Broadcasters are now exploring similar virtual fan zones, co-branded events, and hybrid live/virtual campaigns.
Strategic Benefits for Broadcasters & Tech Providers
Immersive formats offer clear business advantages:
- Higher Engagement & Retention: Interactive content sustains attention and deepens loyalty, especially among digital-native audiences.
- Global Reach Without Borders: Virtual and metaverse formats bypass geographical limits, opening new markets.
- Data-Driven Optimization: Real-time analytics on dwell time, gaze, and interaction zones inform faster iteration.
- Expanded Revenue Streams: From virtual venue sponsorships to branded 3D assets, monetization extends beyond ads.
- Future-Ready Production: XR-enabled environments streamline training, simulation, and creative prototyping.
Opportunities for ISVs and Broadcast Tech Vendors
Therefore, the immersive shift requires more than off-the-shelf tools—it calls for:
- XR-Enabled Broadcast Products: Virtual studio systems, AR graphics engines, and interactive fan platforms.
- Custom Integration: Seamless fit into existing broadcast stacks, from camera tracking to graphics pipelines.
- Cross-Platform Delivery: Content that’s consistent across linear, OTT, VR headsets, and metaverse hubs.
- Workflow Modernization: Adopting cloud-native, GPU-accelerated, and real-time rendering workflows.
Developer Skills for XR and Metaverse-Enabled Broadcast Solutions
Delivering immersive broadcast experiences requires cross-disciplinary expertise that blends creative, engineering, and broadcast domain knowledge:
- Real-Time Graphics & Rendering: Expertise in Unreal Engine or Unity, optimized for low-latency broadcast.
- 3D Asset Creation & Animation: Proficiency with Blender, Maya, or Cinema 4D for virtual sets and interactive elements.
- AR/VR SDK Integration: Knowledge of ARKit, ARCore, WebXR, or OpenXR for multi-device experiences.
- Broadcast Systems Integration: Familiarity with NDI, SMPTE ST 2110, SDI, and other live video transport standards.
- Cloud & Edge Computing: Understanding GPU acceleration, cloud rendering, and edge delivery for real-time performance.
- Networking & API Development: Skills to build and integrate APIs for data overlays, fan interactivity, and multi-platform sync.
- Immersive UX Design: Creating intuitive user interfaces for VR/AR control and audience engagement.
Ultimately, ISVs that secure these capabilities—either internally or via specialized partners like Xperity—are positioned to deliver solutions that scale, integrate seamlessly with broadcast workflows, and adapt quickly to emerging immersive formats.
The Bottom Line
Immersive media is not replacing traditional broadcast—it’s expanding it into new dimensions. For ISVs and technology providers, the next five years will determine who becomes a trusted partner in that transformation.
Xperity works with leading ISVs and media technology providers to design, build, and integrate XR and metaverse solutions for broadcast. Our engineers and product teams co-develop production-grade virtual platforms, audience engagement tools, and immersive brand experiences—always aligned with real-world media workflows.
If you’re exploring XR or metaverse strategies for your broadcast clients, now is the time to move from concept to deployment.
Contact Xperity to explore how immersive media can expand your audience, create new revenue models, and future-proof your broadcast offerings.
