The third day of NEM Dubrovnik 2026 delivered one of the event’s most strategically focused agendas, with industry executives, analysts, broadcasters and technology companies examining how consolidation, artificial intelligence, YouTube distribution and emerging content formats are reshaping the television and streaming business. While discussions ranged from mega-mergers and piracy to content discovery and FAST channels, Omdia’s forecasts and analysis provided many of the key talking points throughout the day.

The morning opened with the panel What Mega Mergers Mean for the Future of Media, moderated by Maria Rua Aguete, Head of Media & Entertainment and Technology Fellow at Omdia. The session examined how global consolidation is changing the competitive balance between traditional media companies and technology platforms.

Aguete presented Omdia’s latest forecasts, highlighting that global video revenues are expected to surpass $1.2 trillion while scale becomes increasingly critical for survival. She argued that a potential combination of HBO Max and Paramount+ could create a streaming platform capable of reaching around 175 million subscribers globally by 2031, making it one of the world’s largest services.

However, the discussion also underlined that the biggest challenge facing traditional media companies may no longer come from rival broadcasters or streamers. Aguete noted that YouTube continues to outpace subscription platforms in audience scale, while major technology companies increasingly control the connected TV ecosystem and advertising market.

Warner Bros. Discovery’s Jamie Cooke emphasized that consolidation can provide the scale needed to support both subscription growth and advertising revenues but warned that regional relevance remains essential. Sandra Lehner argued that audience connection matters more than size alone, pointing to the continuing importance of local content in individual markets. Christian Grece from the European Audiovisual Observatory highlighted the risks of consolidation, including reduced media pluralism and fewer financing opportunities for independent producers.

The day’s most extensive Omdia presentation came during Aguete’s analysis of the global streaming market and its future competitive dynamics. According to Omdia forecasts presented at NEM Dubrovnik, Netflix is expected to approach 400 million subscribers by 2031, extending its lead over every major streaming competitor.

“The streaming industry is entering a new era where scale, profitability and audience reach matter more than ever,” said Aguete. “Consolidation will create stronger competitors, but Netflix remains uniquely positioned to capitalize on global growth opportunities.”

Omdia forecasts that Netflix’s monthly audience will surpass one billion viewers by 2027, further reinforcing its position as the dominant subscription streaming platform. At the same time, the analyst firm believes that a combined HBO Max–Paramount+ service could emerge as a major global challenger, benefiting from significant subscriber overlap between the two platforms.

Omdia research indicates that 40% of Paramount+ subscribers would also subscribe to HBO Max, while 26% of HBO Max subscribers already take Paramount+, demonstrating the potential synergies of a combined offering.

Despite Netflix’s strength, Aguete argued that the broader battle for audience attention increasingly involves YouTube and major technology platforms.

“The industry’s biggest battle is no longer simply streamer versus streamer,” she said. “Netflix is winning the subscription streaming war, but YouTube is becoming one of the most powerful forces in television adding more premium content to the platform.”

Omdia projects YouTube will reach approximately 2.7 billion monthly active users during 2026 and approach three billion by 2027, dwarfing every subscription streaming platform in audience reach. The forecasts suggest that future competition will increasingly be driven by consolidation, advertising growth, bundling strategies and the battle for consumer attention across both subscription and ad-supported ecosystems.

The growing role of YouTube was explored in depth during the panel YouTube as a Distribution Opportunity, moderated by Guy Bisson of Ampere Analysis. Speakers agreed that YouTube has evolved far beyond a secondary digital outlet and is increasingly becoming a core distribution platform for broadcasters, producers and content owners.

Industry experts stressed that YouTube should now be viewed as both a recommendation engine and a global discovery platform. Discussions focused on the importance of localization, AI-powered dubbing, archive monetization, audience engagement and channel management. Participants argued that broadcasters can no longer afford to ignore YouTube if they want to remain relevant to younger audiences and global viewers.

Artificial intelligence returned to the spotlight during the panel From Search to Suggestion: How AI is Redefining Content Discovery. The session explored how AI is moving beyond traditional recommendation engines toward more contextual and predictive viewing experiences.

Google’s Michal Stefanski highlighted the shift from keyword-based searches to intent-based discovery, while Wiztivi’s Julien Tanguy argued that future recommendation systems should function more like trusted companions capable of understanding individual viewing habits and preferences. PRO TV’s Antonii Mangov noted that the industry is now facing an unprecedented abundance of content choices, making discovery one of the most important challenges for media companies.

The future of entertainment was further explored during the keynote conversation with Antenna Group CEO Henning Tewes. Speaking about the challenges facing European media companies, Tewes argued that scale will be critical if regional players are to remain competitive globally.

“Europe does not lack creativity, talent or great stories. What we need is greater scale to compete in a global entertainment market,” he said.

Tewes also emphasized the growing importance of audience engagement, noting that “In a world of infinite choice, attention is scarce, but attachment is even scarcer.”

Discussing evolving consumption habits, he observed that “Entertainment is becoming less about watching and more about participating. The experience economy is not separate from media. It is media brought to life.”

The afternoon shifted toward one of the industry’s newest growth sectors during the panel Micro-drama in CEE: Safe Bet or Risky Business?, sponsored by PRVA TV.

Once again, Aguete provided key market data, describing micro-dramas as one of the most significant developments in global content consumption.

“When we say the word micro-dramas, some people laugh, think the topic is a joke or it’s only something for China,” she said. “But in fact the data shows there is a lot of money on the table. 2026, 14 billion, of which 3 billion outside China.”

Aguete argued that micro-dramas reflect broader shifts toward mobile-first viewing and shorter attention spans. She pointed to growing consumer willingness to pay for serialized short-form content and highlighted the increasing role of telco bundling and app-based distribution in future growth.

Other panelists emphasized that success in the region will depend on localization, monetization models and production strategies specifically designed for vertical storytelling rather than adaptations of traditional television formats.

The day concluded with The Trend You Think Is Overhyped, where executives debated the real potential of micro-dramas and FAST channels. While opinions differed on the long-term impact of both formats, participants generally agreed that changing audience behavior remains the most important force shaping the industry.

International content continued to take center stage with the Lionsgate Showcase, presented by Mark James, Louise Padfield-Wilkins, and Sam Ellis, offering an exclusive look at upcoming titles and global content strategy.

The presentation Mira by ATM Grupa introduced a new six-part murder mystery inspired by one of interwar Poland’s most sensational cold cases. Presented by Dariusz Gąsiorowski, the series combines psychological tension, crime and historical intrigue.

A special screening of A+E Global Media's WW2 with Tom Hanks, offered attendees exclusive access to Episode One of the upcoming 20-part documentary event. Guided by Tom Hanks’ long-standing passion for World War II history, the series combines rare archival footage, expert insight, and powerful storytelling to revisit one of the defining conflicts of the modern era.