FutureTV 2026 – a concentrated day with new insights

Welcome to a unique day for everyone interested in TV and streaming – about national user behavior, the value of Danish content in a new global reality, new formats on the way, YouTube, AI and creativity, production discounts in Denmark – and the industry's next challenges!

When putting together a program about the future of television and streaming, there are, to put it mildly, many topics to choose from.

The goal is that in one concentrated day, participants will gain insight into a number of the most important topics that help define the future of the industry - and thus gain food for thought for working on their own strategic challenges.

As always on FutureTV, the focus is on analytical contributions from leading research firms with their finger on the pulse, which can provide unique knowledge about, among other things, the emerging, explosive development within “Micro Dramas” and especially YouTube growing importance for the entire TV and streaming ecosystem – we get an exciting post from Ampere Analysis.

Smart use of data and AI can tell us what content the world's population is demanding – and what it's worth to both streaming services and rights holders, and this year we have an insightful post from Parrot Analytics, who specializes in such calculations, and will, among other things, give us insight into the value of successful Danish TV series on global streaming services.

Together with Wilke This year, we delve even deeper into the reality of the Danish media consumer and provide a new, detailed and unique insight into TV and streaming consumption in Denmark. The analysis uncovers a number of key parameters that together provide a much better understanding of the Danish media market and consumers' actual priorities.

We also get a unique insight into how Danish content creators collaborate with a global player like Netflix – and how to negotiate strong agreements in place.

Denmark has now – as the last country in Europe – received a long-awaited scheme for production discounts, which will have a major impact on employment in the Danish TV and film industry in the coming years. We provide both an academic and a practical perspective on production rebate schemes: A research-based overview of such schemes in seven European countries by Associate Professor Jakob Isak Nielsen from Aarhus University, as well as a panel discussion with leading industry professionals on expectations and challenges of the upcoming Danish scheme.

Most people have now come to accept that AI is here to stay. Although many – not least in the creative industry – are concerned, it is worth taking a deep breath and listening as we focus on AI and the future of creativity. Lars Bastholm challenges the notion of creativity as a uniquely human domain and discusses whether AI can appear more creative than humans in certain contexts – or whether it is rather our definition of creativity that is changing.

As always, FutureTV tries not only to present individual contributions, but to create a day where analysis, experiences and discussions interact - and where the network across the value chain is an equally important part of the day's value.

Read our detailed descriptions of today's posts on our program page – and let's see you on March 10th at the House of Industry!

Best wishes,

Claus Bülow Christensen