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Abstract
The media and entertainment industry is one of the industries that can and should respond quickly to technological innovations. New technologies and digitalisation are generally evaluated positively by investors, employees, customers, viewers and listeners in the media and entertainment industry. Metaverse has proven that it can be present in many business areas and will be present in the future. The expectation that the number of Metaverse users will increase significantly in the future makes it essential to identify and predict the current and potential effects of the Metaverse on business areas. This study aims to evaluate the Metaverse in the media and entertainment industry, which has not been found to be examined in the literature within the scope of SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis. This study is thought to can provide helpful information to industrial investors, users and researchers about the strengths, weaknesses, opportunities and threats of the Metaverse in the media and entertainment industry.
