“By laying the groundwork for self-serve brand integrations and structuring native ad units aligned to IAB standards, it is aiming to tap into long-tail demand and existing programmatic budgets,” said Claire Holubowskyj, senior research analyst at Enders Analysis. “It parallels the shift towards live ad insertion in sports broadcasting and taps into the authenticity created by the presence of advertising in real-world sports, circumventing the challenges of maintaining immersion and seamlessness faced by other games advertising formats.”
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Enders Analysis provides a subscription research service covering the media, entertainment, mobile and fixed telecommunications industries in Europe, with a special focus on new technologies and media.
Our research is independent and evidence-based, covering all sides of the market: consumers, leading companies, industry trends, forecasts and public policy & regulation. A complete list of our research can be found here
Enders TMT Leaders Live conference 2026
Join our conversation on the outlook for the media, telecoms and tech industries
4th June 2026 | Convene, 133 Houndsditch
Broadband market revenue for the ‘big 4’ remains in decline as recovering subscriber trends are countered by worsening ARPU.
While abating altnet pressure should eventually lead to recovery, in the short term we expect revenue growth to worsen as the seasonal effect of annual price rises bites in the June quarter.
The longer-term outlook for the altnet sector is increasingly in regulators’ hands as the CMA decides on nexfibre/Netomnia and Ofcom decides on Openreach’s new special offer discounts
Enders TMT Leaders Live 2026: Session Four
12 June 2026On 4 June 2026, Enders Analysis co-hosted the annual Enders TMT Leaders Live, sponsored by AlixPartners, Adobe, Warner Bros. Discovery, and the Financial Times.
With 684 attendees and more than 50 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation, and infrastructure will impact the future of the industry.
This is the edited transcript of Session Four, covering: YouTube's role in the UK creative industries; the future of sports broadcasting; and the production of House of the Dragon.
Enders TMT Leaders Live 2026: Session Three
11 June 2026On 4 June 2026, Enders Analysis co-hosted the annual Enders TMT Leaders Live, sponsored by AlixPartners, Adobe, Warner Bros. Discovery, and the Financial Times.
With 684 attendees and more than 50 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation, and infrastructure will impact the future of the industry.
This is the edited transcript of Session Three, covering: the major operators’ strategies; Openreach pricing; the Mobile Market Review and TAR; Satellite; and the potential Netomnia/nexfibre deal.
Enders TMT Leaders Live 2026: Session Two
10 June 2026On 4 June 2026, Enders Analysis co-hosted the annual Enders TMT Leaders Live, sponsored by AlixPartners, Adobe, Warner Bros. Discovery, and the Financial Times.
With 684 attendees and more than 50 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation, and infrastructure will impact the future of the industry.
This is the edited transcript of Session Two, covering: Warner Bros. Discovery on scale and focus; Ofcom’s cross-sector work; ITV’s resilience; Paramount on big screen resurgence; and news media in the AI age.
Enders TMT Leaders Live 2026: Session One
9 June 2026On 4 June 2026, Enders Analysis co-hosted the annual Enders TMT Leaders Live, sponsored by AlixPartners, Adobe, Warner Bros. Discovery, and the Financial Times.
With 684 attendees and more than 50 speakers from the TMT sector, including leading executives and industry experts, the conference focused on how new technologies, regulation, and infrastructure will impact the future of the industry.
This is the edited transcript of Session One, covering: Sky's digital transformation; Google's AI strategy; the BBC's future and funding; the growth of Disney+ and Netflix in the UK and Europe; and AI and creativity from Vivendi and Havas.
Karen Egan was quoted in The Telegraph on "Britain’s rural broadband boom turns to bust"
8 June 2026“I think the impact on consumers is that it’s definitely going to take longer for them to get fibre than BDUK would have liked,” says Karen Egan at Enders Analysis. “Everything’s going to end up being much, much slower than initially hoped.”
Appearing alongside Dreyfus on the panel, Niamh Burns, a senior analyst at media research firm Enders Analysis, agreed that that sort of data and engagement from OpenAI would be key for the industry going forward.
“The next challenge with these sorts of deals—whether it’s one-on-one deals, whether it’s something more collective—is how can we increase the value. And that has to be linked to usage—there needs to be a real audit trail. With a tiny team that’s never going to be available at scale.”
Speaking at the Enders TMT (Technology, Media and Telecom) Leaders Live conference in London on Thursday, the general manager, Disney+ EMEA stressed that in the U.K., “our grown-up audience is emphatically young – more so than any other streaming platform.” Citing BARB in-home viewing data for the U.K., he said that “almost 40 percent of viewing hours on the Disney+ platform are from 16-34s. That’s higher than the equivalent for Netflix, Prime, Paramount+, Apple TV, or even YouTube.”