Tom Harrington, head of Television at Enders Analysis, said Sky sees ITV as a second platform to show already aired on the satellite broadcaster, “potentially at the expense of current levels of new ITV programming. Whatever the initial intention, this will inevitably occur to some extent.”

Harrington added: “Gangs of London or (Sky comedy) Brassic might actually be a supportive complement to (ITV’s) Trigger Point and Midsomer Murders, and an altogether better outcome for Sky than their current onward destination, Netflix.” Those shows could be marketed prominently on ITV and generate more advertising revenue there than on Netflix.

Abi Watson, head of publishing at media analysis firm Enders, said the medium-term play isn’t really about productivity, but what new product categories AI makes possible. “Where AI shortens the cycle from idea to a launched paid product — [like] a new newsletter tier, a verticalized data product, an agentic research interface for subscribers, a B2B agent licensing line — the upside is real because it’s tied to subscription or enterprise revenue rather than internal efficiency,” she said.

“There are ferocious negotiations going on, on really fundamental issues — for instance whether the BBC will take advertising on its website, iPlayer or somewhere else,” said Claire Enders, founder of the media research company Enders Analysis. “These fundamentals have yet to be hammered out, and it’s a negotiation with the Treasury as well. The BBC has never walked out of a charter process without more to do for less.” 

“The U.K., Japan, and Brazil in particular have relatively high online advertising intensity, representing a more valuable opportunity for OpenAI to capitalize on, in addition to having larger ChatGPT audiences,” said Enders Analysis’ senior research analyst Claire Holubowsky.   

A report published today by the PPA (Professional Publishers Association) and Enders Analysis shows publishers are well placed to succeed in an AI world by growing identity-driven communities, reinforcing brand reputation and delivering unique perspectives.

Claire Enders, CEO, Enders Analysis added: “Enders Analysis has long argued that trusted media is a fundamental good, built on original work, editorial judgement, and relationships with audiences measured in decades rather than quarters. We are delighted to have partnered again with the Professional Publishers Association on this research.

“The ground is shifting, and our report is clear-eyed about the pressures. But it also shows the response taking shape. The publishers navigating this period well are investing in direct relationships, distinctive voice, and the formats and communities that machines cannot replicate. The direction of travel is not settled, but nor is it one-way.

The £4.3bn deal values VodafoneThree at an enterprise value of just under £14bn — about 7.7 times next year’s ebitda after depreciation on its lease liabilities, a premium to the roughly 6 times typical for European peers. But Vodafone Three still has a lot of overlapping costs to cut from when Vodafone’s network merged with Three, which means that profit is forecast to grow about 9 per cent a year to 2030 according to Enders Analysis. On that year’s estimates, the acquisition multiple falls to nearer 5.9 times, which is broadly in line with the European sector. Vodafone will be able to spread its general and marketing costs over more revenue.

Karen Egan at Enders Analysis said the deal is “probably for the best as it simplifies the governance of VodafoneThree at a very important time for the company”.

She added: “The price paid looks like quite a full multiple … but it’s a fair one given the growth prospects over the coming years from the merger synergies.

"Given the structure of the streaming model it is almost impossible to robustly attribute profitability to any single piece of content," says Tom Harrington of media researchers Enders Analysis. He explains that the only ways to do this would be to prove that the specific production led to "a massive volume of incremental sign-ups" or if there is a clear link between viewing and other revenue streams.

Harrington adds that the inability to prove whether a film or a show is financially successful for Amazon may not actually matter as the exclusive streaming content is simply a "a hook to get viewers there in the first place."

The PE firms, which invested in so-called altnets — or alternative networks — are now faced with a sector that has more than £9bn of net debt, according to Enders Analysis, with the dozens of companies posting a combined loss of more than £1.5bn in 2024.

“The overlapping networks between buyer and seller will prompt the CMA to look carefully at the deal to ensure that there will not be anti-competitive effects that will lead to higher consumer pricing,” said Karen Egan, head of telecoms at Enders Analysis. 

“However, the companies will argue that the increase in wholesale competition over a wider geographic area will mitigate these concerns.”