Global streaming brands are transforming their top IP into living worlds through immersive experiences and products that let fans step inside the story and carry it into their daily lives. The creative vision is just the beginning. True impact comes from flawlessly localizing and executing these experiences at scale across every market. 

In our global survey of streaming executives, 82% said their primary goal for localization is to enhance global presence and brand image. However, as global competition intensifies and subscriber growth plateaus, streaming brands are rethinking what engagement means. The traditional playbook – algorithmic recommendations, content drops, and in-app experiences – is no longer enough to retain subscribers or monetize IP beyond subscription fees.

At the intersection where viewers seek tangible connections, and streaming companies vie for memorable ways to build brand affinity, immersive experiences are becoming more prevalent for streaming brands as a go-to strategy to drive platform loyalty and further monetize IP.

Streaming brands are inviting fans off the couch and into fully built worlds – from flagship venues like Netflix House, to AR-enabled experiences, immersive pop-up installations, physical products and themed retail placements. These real-world encounters offer something platforms can’t deliver through pixels alone: emotional resonance, community, and memorable, shareable moments. 

Products that represent fandom for viewers to take into their everyday lives also contribute to this extension of the experience beyond the screen and instantly connect with other fans in the real world.

In the face of industry-wide high churn rates, brands need these moments of deeper connection to extend fan engagement beyond a single season, create intrigue for latent audiences, and open new revenue streams outside the platform.

But scaling real-world experiences and merchandise for global audiences presents enormous creative localization and QC challenges. Without a robust localization strategy designed for multi-market, omnichannel success, companies risk delivering off-screen experiences that feel disjointed, foreign, or tonally off – undermining the very sense of belonging and authenticity they are trying to create for global fans.

THE GLOBAL LOGISTICS CHALLENGE OF LOCALIZED IMMERSIVE EXPERIENCES AND PRODUCTS

With immersive experiences expected to reach $442.11 billion by 2030, it’s a market worth investing in for both ROI and fan loyalty. Orchestrating everything that goes into these real-world, immersive experiences is no small feat – and doing them well in multiple global markets significantly raises the complexity.

Teams must craft a whole living environment (and accompanying marketing creative) that feels right for each regionally specific audience segment. Everything from AR audio, to installation art, event promotion and advertising, merchandise and more must be addressed with cultural intelligence, linguistic precision, and exceptional quality.

That includes products, not just experiences. Limited-edition merchandise drops, in-universe food and beverage, character collectibles, apparel lines, props fans can actually buy, and even packaging for retail distribution must reflect the same world-building integrity fans expect from the original show or film. Every physical item becomes part of the storytelling – and part of the brand’s business model. If these products feel disconnected from the narrative, consumer excitement can quickly collapse.

With the final season of Stranger Things here, their IP is scaling across markets at a rapid rate. From the early hype of KFC UK’s limited-time menu, featuring a red-bun burger and themed wings, to exclusive homeware collections at Target US, the franchise is everywhere. Fans in Paris had an immersive experience, including an exclusive screening of the Season 5 premiere. Meanwhile, Pandora is releasing collectable jewellery, a Demogorgon ring, across global markets, and Converse Japan has launched a collaboration inspired by the show’s iconic retro aesthetic.

Streaming companies know global growth is essential, yet the logistics are anything but simple. Over half (56%) of leaders in our survey report that scaling teams, processes, and systems internationally is a key obstacle. Localizing these efforts often means the in-house team has to connect a web of agencies across different time zones to localize the experience and all physical goods for each market. Regulatory compliance, labeling requirements, sizing standards, distribution models and online and in-store marketing add even more layers of complexity.

And it’s far too easy for brand misalignment, cultural inaccuracies, supply-chain delays, and localization errors to show up when the work is passed through dozens of disconnected teams and touchpoints. It’s this daunting, inefficient process that complicates the path to success and can impact subscriber loyalty and trust.

A SCALABLE FOUNDATION FOR PHYSICAL AND DIGITAL BRAND WORLDS

A centralized approach to localization has always been key to ensuring that content, no matter what language or market, keeps a relevant connection to both the original source and the cultural adaptation of it. Immersive experiences are no different. Central, continuous oversight of trusted partners for execution – from original in-language creative on-platform to all its physical extensions – ensures that each market receives an experience that feels intentionally designed for its fans.

Accomplishing this at global scale requires more than a collection of local vendors. Streaming companies need a partner that can bridge creative intent with cultural insights and best practices across every touchpoint – digital and physical. Streaming brands that embrace a strategic, centralized localization model will be quicker to market, more nimble as adaptation opportunities arise, and more effective at providing an impactful, continuous brand experience in all priority markets.

FINAL THOUGHT

Immersive fan houses, interactive installations, and augmented environments transform IP into experiences that create memories, spark community, and expand brand impact far beyond the platform. Every product becomes a touchpoint that drives revenue, fosters identity, and keeps the world alive long after the credits roll.

Scaling these immersive, in-person experiences and product lines to global markets requires more than creative ambition and a network of local vendors. Brands need a strategic localization partner that can centralize oversight, ensure cultural authenticity, guarantee regulatory compliance, and uphold quality at every stage. When every detail is aligned, the world feels real. And when the world feels real, fans stay loyal.