At NAB 2026, the intersection of storytelling, technology and audience engagement took a bold turn. Prediction markets and interactive platforms are reshaping the way audiences engage with content.
The panel, “Trading on Story: Prediction Markets, Platforms and the Power of Fandom,” brought together industry leaders Stacy Spikes, Movie Pass CEO, Will Bracket, head of partnerships at Kalshi, and Will MacIntosh, president of digital platforms and ventures at Versant, to explore how fandom is evolving from passive viewing into active participation.
The discussion centered on a simple yet powerful shift: audiences no longer just consume stories; they forecast them.
Kicking off the conversation, Stacy Spikes discussed the latest platform, Mogul by Movie Pass, which is a cross between daily fantasy sports and prediction markets. Instead of drafting athletes, users act as “studio heads,” selecting actors, directors and films to build a competitive slate based on real-world performance outcomes. The gamification mirrors the success of fantasy sports, where engagement extends far beyond the game itself.
That same engagement model is now expanding into entertainment.
An example discussed during the panel was a recent Oscars partnership that integrated prediction markets with platforms like Rotten Tomatoes. Traditionally, audiences visit sites like Rotten Tomatoes to validate what they already plan to watch. But by layering in prediction markets, platforms are creating a continuous engagement loop, before, during and after major cultural moments like award shows.
Prediction markets drive engagement
Instead of a two- or three-hour viewing window, prediction platforms are extending the experience into a longer timeline. Audiences are now tracking outcomes, discussing probabilities and staying engaged well beyond the event itself.
The shift is proving to be a powerful driver of engagement. Data shows that users who participate in prediction-style experiences are significantly more likely to watch content, attend events or follow outcomes more closely, similar to how fantasy sports players are more likely to watch games. The audience is literally invested in the outcome.
Beyond engagement, prediction markets also are emerging as a new form of social interaction. Rather than replacing traditional social media or group chats, they complement them by adding a layer of accountability and signal. When users put money or even virtual stakes behind their predictions, conversations become more informed, intentional and data-driven.
The evolution is occurring as audiences navigate an increasingly noisy digital landscape shaped by algorithms, influencers and AI-generated content. Prediction markets offer an alternative: a “wisdom of the crowd” signal that aggregates sentiment and expertise into actionable insights.
When asked whether prediction platforms encourage gambling, Kalshi’s Bracket emphasized that they are not traditional gambling ecosystems. Many operate as regulated financial exchanges, creating transparent, peer-to-peer markets without a “house” advantage. This distinction positions prediction markets as both an engagement tool and a data layer for understanding audience behavior.
Not just TV and film
Looking ahead, the opportunity extends far beyond film and television. While sports have historically dominated prediction-based engagement, Bracket highlighted that they have seen rapid growth in entertainment, culture and even music. Unlike sports, which operate in seasonal cycles, entertainment offers year-round global engagement, making it a significantly larger and more consistent market.
As media companies continue to compete for attention in an increasingly fragmented landscape, prediction markets may represent one of the most compelling new frontiers, turning fans into participants, data into storytelling and engagement into something audiences can actively shape.
The clear takeaway is this: fandom’s evolution involves more than simply observing; it centers on prediction.
© 2026 NAB
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