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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.

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Rigorous Fearless Independent

Creator economy analyst Ben Woods at technology, media and telecoms insights firm Enders Analysis sees the future as less a transfer of ownership from one function to another than a sharing of responsibility: “I think responsibility is becoming more shared rather than simply moving from communications to another department,” he told PRovoke Media.

“A creator might promote a new release, make content around an existing franchise, host a podcast or even produce programming that appears on a streaming service. Different parts of the business will therefore have different reasons for working with them.

“The important thing is having checks and balances around those decisions. Content teams might know who can make something audiences want to watch, while marketing and social teams understand who can reach and engage the right audiences. Communications can bring another perspective: is this someone we are comfortable becoming closely associated with our brand?”

But when it comes to sports, YouTube actually has a different strategy for establishing its presence: "The platform uses its army of creators," explains Ben Woods, a specialist in the creator economy at Enders Analysis. "They often have access to these major events to produce content, before the matches or live while they're commentating on them, when they're not producing podcasts on the subject."
 

Gareth said "“The primary challenge for The Atlantic with a gaming product is developing a portfolio of puzzles at various levels of complexity that hook recurring players. Leaning into quirkiness and brand identity is an elegant avenue to start, but sustained commitment is the other critical pathway to residual stickiness, with on-time updated daily games,”

The government’s latest media green paper proposes prominence for trusted news on online platforms (separately to potential prominence for public service media content). This involves a collision of totally differently regulated parts of the media landscape.

Prominence could take different forms and include different providers. At present, news is a small part of platform viewing, but many types of providers engage in that space, for a range of public service or commercial reasons.

Defining ‘quality news’ is extremely difficult; designating providers is almost as tricky. There is also the matter of deciding who decides what news to promote.

AI assistants are aiming to break the link between aggregation and discovery. Tangible utility is still the best defence for the online marketplace model that derived value from owning discovery within specific verticals (vehicles, properties, jobs, online resale).

For OpenAI, integrating with the marketplace ecosystem is a chance to broaden its commercial relevance to users across sectors without undue risk.

The expansion of programmatic and the rise of chatbot advertising formats further break down the distinctions between display, search, and classified advertising, promoting both competition and opacity.

Streamers are trying to position ‘engagement’ as the new gauge of success, but in a definitionally opaque way. Netflix says "quality, variety, and quantity" matter, while cutting its viewing reports to annual. Disney says it's about fandom, not just subscribers.

Every streamer is now in the black, but the gap with Netflix continues to widen. Netflix runs at 33% margins; the rest are in single digits. Peacock's first-ever profit reflects World Cup seasonality.

All players have launched short-form vertical feeds to solve discovery fatigue and capture daytime mobile usage. YouTube has proved the economics of this, but SVODs will attempt to replicate this within a premium streaming context.

Service revenue trends confounded expectations to improve slightly in spite of an expected drag from changes to in-contract pricing.

VodafoneThree appears to be rethinking its speed-tiered pricing on both main brands, perhaps signalling clearer differentiation between them.

For the new government, planning law reform could make a real difference to the sector's investment profile, and hence, its growth ambitions.

Broadband market revenue for the ‘big four’ dipped to -2.5% in Q2, thanks to short-term seasonal factors and long-term altnet pressure.

The CMA decision on nexfibre-Netomnia is now not due until December, stalling much-needed further altnet consolidation, although CityFibre is looking to shortcut this with a capital raise.

Openreach has been curtailed by Ofcom in its ability to compete with altnets, but not with VMO2, which could lead to interesting dynamics should the deal go ahead.

“Twenty-five years ago, the way to deliver the best data and best media planning was through increasing specialisation,” says Claire Holubowskyj at Enders Analysis. “Technology, especially AI, has changed that. Everything needs to be more cohesive, which is why you’re seeing so many integrated platforms. Publicis has done some of this consolidation, but doesn’t seem quite as integrated as WPP. Omnicom doesn’t seem to be close to either of them yet.”