Could liquid content be the next big thing for media?
October 24, 2026 23.15 Europe/London By Jörn Krieger

AI could take media personalisation beyond recommendation engines, allowing content to adapt to individual users, situations and platforms.

At German industry conference Medientage München 2026, experts explored during a panel discussion whether so-called liquid content could open new opportunities for audience engagement and revenue.

The concept describes content that retains its essential substance while changing its format, depth or presentation to suit different needs. “Content is no longer king. Experience is,” said Dr Christof Rieck, Senior Business Development Manager Media & Entertainment at IT consulting and software development provider adesso.

For media companies, the opportunity lies in making existing content more relevant to audiences. Marcel Semmler, Global Chief Product Officer at Bauer Media Group, noted that personalisation has so far largely been limited to recommending content. AI could help take the next step by adapting the content itself, potentially increasing reach, viewing time and engagement.

Better audience targeting could also create new advertising opportunities, stressed Ida Shahnazari, Vice President of Content & Playout Operations at RTL Technology.

Sports coverage offers one example of what liquid content could look like. Bertram Gugel, Head of ARD Online, pointed to optional layers of statistics, context and analysis that allow viewers to explore a football match according to their interests while preserving the shared experience.

Delivering such experiences requires content to be broken down into reusable elements, from facts and statistics to opinion and satire. Clear editorial distinctions and rights management are essential, emphasised Danny Buddenberg, Head of adesso’s Media & Entertainment Competence Centre.

The transformation also calls for a change in newsroom thinking: instead of producing a single finished article or programme, teams would need to consider which format, length and level of detail best serves each audience. The panel agreed that AI could support this process, but editorial responsibility must remain with humans.

Liquid content is not yet an established business model, and audiences will ultimately determine whether personalised experiences gain traction. But with AI opening new ways to adapt and reuse material, the concept could help media companies unlock more value from their content while building stronger relationships with audiences.