The media industry has traditionally not embraced flexible work; however, media and entertainment companies are now increasingly considering flexible work options such as unassigned seating, work-from-home, and flexible arrangements. With the pandemic, the industry has also rapidly adopted technologies that were previously in beta cycles, making it possible to seamlessly shift to distributed production workflows enabling remote content creation and distribution. While studios for video and audio content creation will not go away, the media workplace and campus will be designed to support content capture and distribution.

The pandemic prompted a shutdown at entertainment and media facilities across the globe and necessitated the move toward virtual and remote production and editing. Despite this shift, the physical workplace remains integral; in a highly relationship-driven creative industry, the workplace can foster human connections and evoke honesty, transparency, and egalitarianism. Such qualities are critical for an industry at the heart of a healthy, civil, and equitable public discourse. Media employees will return to the workplace not just for access to content creation spaces, but also to cultivate trust.

While COVID-19 has upended some segments of the media industry, others have thrived, including on-demand video and streaming services. Companies that were already moving toward home-based entertainment are well positioned for this shift. To open up new revenue opportunities, some businesses are creating new business models to meet consumers where they are — at home and online. Gaming platforms are integrating e-commerce and digital platforms are hosting live events that deliver immersive home entertainment experiences. In China, for example, rising e-commerce use via live streaming has amplified in the lockdown period, according to PwC. Designing cohesive digital and physical experiences is important to drive customer loyalty.

The future workplace must evolve to serve new needs; support flexible, hybrid working styles; and promote equity for all workers. If working from home is a regular part of the emerging hybrid work model, we must acknowledge that not all homes are equal. Many homes do not have strong internet access, enough space for a desk, ergonomic chairs, or enough silence to accommodate focused work. By creating a workplace for a hybrid future that prioritizes equity, companies have an opportunity to engage with and support a broader range of new and diverse talent.