NEM Dubrovnik highlights consolidation, AI and YouTube’s growing role in television
June 11, 2026 10.18 Europe/London By Julian Clover


Media consolidation, artificial intelligence and the growing importance of YouTube as a distribution platform dominated discussions on the third day of NEM Dubrovnik 2026.

The annual Central and Eastern European television industry gathering heard executives debate the implications of global media mergers, changing audience behaviour and the emergence of new content formats and discovery tools.

One of the day’s headline sessions focused on the impact of industry consolidation. During a panel moderated by Omdia’s Maria Rua Aguete, executives discussed how large-scale mergers are reshaping competition, content strategies and investment priorities across the media sector.

Former Warner Bros. Discovery executive Jaime Cooke warned companies involved in mergers against becoming distracted by internal integration challenges.

“Local content is something that I think is really, really important for everyone in this room,” he said. “My advice would be not to get caught up in internal battles. Organisations need to be very clear about what they’re trying to achieve.”

The role of YouTube within television distribution strategies was another major theme. A panel moderated by Ampere Analysis co-founder Guy Bisson examined how broadcasters and content owners are increasingly viewing YouTube not simply as a marketing platform but as a core distribution channel, particularly for younger audiences consuming content on connected TVs.

A keynote session featuring Henning Tewes, CEO of the Antenna Group, explored how entertainment companies can balance local market relevance with regional scale.

“At Antenna Group, we believe success in entertainment comes from creating what we call gravity: the weight that draws audiences in and the attachment that brings them back again,” said Tewes.

Artificial intelligence also remained high on the agenda. A session sponsored by Wiztivi examined how AI is transforming content discovery, with industry executives discussing the shift from traditional recommendation engines towards more predictive and personalised viewing experiences.

Digital piracy, micro-drama formats and the industry’s tendency to chase technology trends also featured prominently.

During a closing panel on overhyped industry developments, Hearst Networks executive Izabella Wiley cautioned against repeatedly declaring the death of traditional television.

“The media industry has a habit of falling in love with the next big thing and declaring everything else dead,” she said. “We’ve been attending television’s funeral for more than a decade, yet audiences continue to embrace great stories wherever they find them.”

The day also featured showcases from Lionsgate and A+E Global Media, including a preview of WW2 with Tom Hanks, a forthcoming 20-part documentary series examining the Second World War through archival footage and expert analysis.

NEM Dubrovnik concludes this week after bringing together broadcasters, streaming platforms, distributors and technology companies from across Central and Eastern Europe and the wider international television industry.