Adrian Pennington

Creators have become studios, studios have adopted creator logic, and audiences increasingly reward authenticity over scale. That was the clear message from executives at Meta, Sidemen Entertainment, Tubi, Snap and BBC Studios during a lively IBC panel on the creator economy.

The Los Angeles 2028 Olympic Games is set to become the largest broadcast operation ever attempted. Speaking at IBC, Olympic Broadcasting Services (OBS) CEO Yiannis Exarchos warned that traditional production models “simply will not do” as it prepares for unprecedented scale, complexity and audience expectations.

Senior leaders from Australia’s ABC and Olympic Broadcasting Services (OBS) outlined how AI is reshaping every editorial and operational workflow while insisting that human judgement remains central.

The number one creator in the world is MrBeast, right? Wrong. It is Blair Imani who tops the 100 Creators on the Planet, according to the Affinity Score unveiled exclusively at IBC.

Netflix is expanding its media production suite (MPS) to third‑party tools, marking a significant shift in how the streamer works with technology vendors and production partners worldwide. The move, announced by Anna Mallett, VP Production for EMEA, comes as Netflix celebrates a decade since its global expansion and continues to scale production across more than 50 countries.

FIFA may have earned a reputation for strictly controlling the press, but its access-all-areas approach to creators this summer has set a new bar for social media engagement in sports.

The next decade will redefine broadcasting more profoundly than any transition since the arrival of television itself – and if broadcasters don’t grab it then YouTube will eat them all, concluded an expert panel at IBC2026.

IBC2026 session report: The Women’s Super League’s (WSL) rapid growth globally is forcing the organisation to rethink how it distributes and commercialises its content, said Zarah Al‑Kudcy, Chief Revenue Officer, WSL.

When speaking at the IBC2026 conference, it became clear that YouTube is now a TV‑first cultural stage, and broadcasters, operators, and platforms should rethink collaboration rather than competition.

Media technology has evolved far beyond its traditional broadcast boundaries. “It’s no longer just a sector,” said Saleha Williams, CEO, IAMT, in an IBC opening address.