Content, after all, is king. The topic was discussed at length by executives across Europe at the latest Pay-TV Innovation Forum, the global research programme for senior pay-TV and content executives.
With their insights in mind, what can we expect European viewers to be watching in the future? Where will content come from? And how will operators ensure content reaches the right audience? Here are the five key trends to watch out for in the European pay-TV market:
1. A change in the set-top box
For Dr. Randolph Nikutta, Leader Interactive High End Media at Telekom Innovation Laboratories, part of that content delivery mechanism will remain with the STB, but for how long is debatable: Operator-controlled set-top boxes will stay relevant but they will be complemented more and more by additional options like connected TVs and other connected devices when the customer brings his own device'. We need to be prepared to deliver services to these ever-growing device zoos', which means a streaming-only future.
But he doesn't think that's necessarily a problem for pay-TV operators: This could create significant savings to a pay-TV operator as CAPEX costs of set-top boxes are high. However, content costs still remain the biggest cost.
2. Global content
In the English-speaking world at least, there are signs of foreign-language content growing in popularity.
Wim Ponnet, Chief Strategy and Commercial Officer at Endemol Shine Group, says: In the English-speaking world, people were traditionally more averse to watching things with subtitles, but the younger generation is very comfortable with watching foreign language content - think of Narcos, or Dark, the first German series commissioned by Netflix.
3. Steering away from linear
Whatever we'll be watching, it's less likely to be via linear broadcast.
Dr. Nikutta says that customer and market trends show that linear TV is further declining, as fewer people watch live TV.
Customer demands and expectations for content and service experiences are growing, so you have to serve a wider range of use cases and user needs, he continues.
4. Creativity is king
But ultimately, quality content is going to be key.
As Wim Ponnet notes: It is fairly easy to launch an OTT platform and reach a lot of users. To do it at scale and successfully is by no means simple, but ultimately, the content and access are going to make the difference here.
Theres never been a better time to be an intellectual property owner or a creative engine than now , he concludes.
On the subject of creativity, will we soon be able to depend on technologies like Big Data and artificial intelligence for content creation?
Wim Ponnet isn't sold: Content production is still a highly creative process that can't be entirely automated or engineered, and, in my view, it will never be.
Technology will help us in developing story lines and will open new ways of story-telling. But I definitely dont see the age yet where the computer is going to take over and do the whole creative process for us.
5. Recommended viewing
How can operators make sure great content reaches the right audience?
Dr. Nikutta says the recommendation engines approach, a la Netflix, may not prove as effective in the coming years.
We are currently seeing the limits of recommendation engines , he says. The model of you saw that, you might want to see this' is not really improving the user experience anymore when it comes to content choice.
Looking ahead, a lot of different contextual factors will have to be taken into consideration, including mood, needs, standards of living, day of the week, and time of the day. These all come into play with more radical personalisation.
For the European pay-TV industry, it's clear that new priorities are emerging to address important issues surrounding the future of content.
Future success of pay-TV service providers in the EMEA region hinges on their ability to continue providing subscribers with quality content - from gritty foreign language dramas to must-watch unscripted content.
Discover more in our latest summary of the Pay-TV Innovation Forum annual findings and download the free report.
By Simon Trudelle, Senior Director, Product Marketing, NAGRA
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
Content, after all, is king. The topic was discussed at length by executives across Europe at the latest Pay-TV Innovation Forum, the global research programme for senior pay-TV and content executives. 
