Explore the emergence of virtual reality as a new medium in this 16-minute conference talk from Web Summit. Gain insights into VR's relevance for consumers, content creators, and technology developers. Discover how VR evolved from its gaming heritage to mainstream applications, including immersive video experiences. Learn about consumer reactions to VR demos, the integration of VR into daily life, and its potential for storytelling and brand engagement. Understand the concept of infinite screen and examine successful VR applications, including sports experiences like soccer. Delve into the early stages of VR development and its future implications for various stakeholders in this comprehensive overview of the virtual reality landscape.