In 2026, global entertainment companies are entering a new competitive phase, expanding their digital IP beyond streaming screens into physical spaces. Major players including Netflix, Disney, Warner Bros. Discovery (WBD), Universal, and iQIYI are aggressively increasing offline experiential spaces featuring their flagship IPs. George Lucas’s $1 billion Lucas Museum of Narrative Art and Las Vegas’s Sphere are emerging as symbolic pinnacles of this trend.

The world’s largest innovation platform, CES, is no exception. At CES 2026, the paradoxical theme permeating content companies is “Post-Screen.”

The “streaming subscription war” that dominated the media industry for the past decade has now reached a critical point. Global content giants like Netflix, Disney, and iQIYI no longer fight within narrow monitor screens. They’ve torn through the screen and moved the battlefield to “physical spaces” where consumers eat, drink, and walk.