Microdramas, YouTube and implications for future distribution

Microdramas have seen a rapid rise, driven by changing audience habits, mobile-first consumption, and platforms that favour short-form storytelling. This presentation delves into the latest phase of microdramas’ development, where they are being produced and distributed, and why they resonate so strongly with certain viewers.

Looking ahead, the presentation details how they might evolve and whether there is real potential for Scandinavian demand and original production. Broadcasters also face the challenge of understanding how they can participate in this space. What are the opportunities?

The second half of this presentation looks at YouTube and its growing role in the distribution of broadcast content – is it reshaping the traditional value chain? It includes new trends in terms of how broadcasters use the platform, highlighting both opportunities and risks, especially for Scandinavian players considering deeper engagement.

This raises broader questions as to whether embracing YouTube more fully, is a sustainable strategy and how the broadcast market can coexist in the long term with evolving distribution models and audience expectations.

Part 1

Evaluating the microdrama boom – what, where and why?
Where is it going next?
What is the potential for Scandinavian demand and production in this space?
How can broadcasters play in this space?
How will YouTube play a role?

Part 2

Latest trends in YouTube distribution of broadcast content and implications for the value chain
How are Scandinavian broadcasters utilizing YouTube and is embracing it further a good idea?
How can the broadcast market coexist longer term with new distribution trends?

Matthew Trickett

Media Insights, Research & Strategy · Ampere Analysis

Matt Trickett joined Ampere Analysis in September 2024, bringing more than two decades of media industry expertise. His career spans senior roles in commercial strategy and research at major studios, including a long tenure at NBCUniversal, where he oversaw high-value content deal planning and negotiations with broadcasters, pay-TV providers, and SVOD platforms across EMEA. He also managed carriage agreements for NBCU’s portfolio of linear channels and led operations for its proprietary SVOD service, PictureBox. Before NBCU, Matt held positions at Sony Pictures Television, Sky UK, and AOL UK, and began his career as an analyst at Informa’s Telecoms and Media division. At Ampere, he co-leads the Media Team and plays a key role in developing new products. Matt holds an MA in Economic History from the University of Manchester and financial qualifications from the London School of Economics.

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8.30 – 9.00 Registrering og morgenmad 9.00 – 9.10 Di Digital byder velkommen 9.10 – 9.30 Scenen sættes for FutureTV 2026 9.30 – 10.15 Forbrugernes valg 10.15 – 10.45 What Audiences Loved in 2025 10.45 – 11.15 Kaffepause 11.15 – 12.00 Produktionsrabatterne kommer til Danmark 12.00 – 12.30 AI og kreativitetens fremtid 12.30 – 13.30 Frokostpause 13.00 – 13.30 Microdramas, YouTube and implications for future distribution 13.30 – 14.00 At forhandle kreativitet i en global streamingverden 14.00 – 14.30 Offentliggøres senere

Microdramas, YouTube and implications for future distribution

Matthew Trickett

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