What did we learn at the DPP European Broadcaster Summit hosted by RTL Deutschland?
Change is coming–faster and bigger than ever. The shift to IPTV and streaming is accelerating, requiring fresh strategies and stronger collaborations.
Here’s what stood out:
1. Audiences still preferer broadcasters
Broadcasters rank just behind YouTube but ahead of Netflix and Amazon Prime in streaming audience acceptance across Europe. Their strength? Diverse, daily refreshed content deeply rooted in national audiences.
2. Broadcasters are navigating transformation
Public service broadcasters face budget cuts, while private broadcasters navigate a stagnating advertising market. Despite these challenges, they continue to evolve.
3. Linear TV still dominates, but the shift to streaming is underway
Even by 2029 Statista predicts linear TV will hold a larger share than OTT in many markets. Broadcasters are adapting, but the transition is complex and gradual.
4. The Creator Economy is an undeniable force
Creators are no longer just challengers—they’re becoming part of traditional broadcasting. Broadcasters are integrating creator-driven content, bridging social media and TV.
5. Tech teams need deeper integration in digital strategy
This gap is critical, despite streaming being a priority, tech teams are often left out of digital product development. Innovation must be embedded across editorial, commercial, and technical functions.
What does this mean?
Change at this scale takes time, coordination across departments, and a deep understanding of legacy systems. The future of broadcasting will be decided by countless small but crucial decisions. Broadcasters and service providers must navigate these changes together.
What is the opportunity?
Seamless audience engagement is the future. Platforms that bridge inspiration and action will be at the forefront. At Jay, we’re committed to enabling these next steps in interactive content. Our in-stream shopping technology transforms viewer inspiration into seamless purchases—without interrupting the content they love.
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