The European Broadcaster Summit 2026 recently brought together decision-makers, innovation managers, and CTOs from Europe’s leading TV and streaming platforms in Lille, France. Among those in attendance was Simon Sturzenegger, Head of Technology at MTH Potsdam. While there, he spoke with some of the key players on our behalf.
Simon has outlined the opportunities and challenges that lie ahead for the media industry:
Agility vs Integration
Markets are consolidating. Smaller, agile players are becoming less common, while the major players remain. Experts expect this trend to intensify in the coming years. It remains to be seen to what extent large companies will continue to have the courage to innovate.
Digital First: The road ahead remains tough
YouTube dominates young people’s media consumption habits. Streaming platforms like Netflix, Amazon, and others come in second. And it’s not just recently that both private and public broadcasters have struggled to adapt to this trend. The market is moving rapidly, and the risk of falling behind is growing. Nevertheless, the clear goal of all players remains the development of their own streaming and digital offerings, including verticals. The fact that the traditional linear business must also be served does not make the situation any easier.
Tendency toward overengineering
Suppliers frequently complain about traditional broadcasters’ tendency toward “overengineering.” Processes are unnecessarily complicated, and in many cases, a relationship of trust is lacking. The representatives present at EBS 2026 confirmed this problem. At the same time, there are suppliers in the ProAV market who praise the open-mindedness of their customers there and wish that more broadcast customers would adopt the same attitude.
Local productions are on the rise
Netflix is considered a prime example here: around 70% of EMEA content was filmed outside the usual major production hubs, and local content is well received by viewers worldwide. Broadcasters recognize this as well and are adjusting their strategies accordingly. The Nordic countries are leading the way in this area, with their content proving very popular among the local population.
… Keep costs low!
All broadcasters — especially public ones — are facing increasing cost pressures and will need to make significant cuts in the coming years. At the same time, however, they must invest heavily in their own streaming services to remain competitive against YouTube, Netflix, and others, a truly difficult balancing act.
