Stuck to their smartphones and accustomed to watching what they want, when they want, broadcasters have struggled to adapt to Gen Z’s TV viewing habits. But Skam, a Norwegian teen drama, is demonstrating how ‘real-time’ episodes and social media integration can keep teens hooked on a show.

Is there life after the season finale? Whether it’s opening an illicit pop-up or swearing commitment with Netflix promise rings, many TV superfans will go the extra mile to extend the worlds of their favourite shows. Brands are responding by breaking the fourth wall, using both interactive and real-life campaigns to help viewers feel closer to the action.

Many people will have watched a show and hated the ending or a particular character’s choices. Now, Netflix’s interactive shows, beginning with Puss in Book, are giving people control over how a plot plays out. But how does letting viewers guide a story affect their relationship with the content?

When it comes to their favourite superheroes and movie characters, many fans are looking for ways to recreate aspects of fictional worlds in the real one – creating opportunities beyond traditional merchandising. But in Asia, the Harry Potter obsession is putting wild owls at risk.