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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.
Our research is independent and evidence-based, covering all sides of the market: consumers, leading companies, industry trends, forecasts and public policy & regulation. A complete list of our research can be found here
Enders TMT Leaders Live conference 2026
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4th June 2026 | Convene, 133 Houndsditch
Instagram's next act: The plan to get even bigger
10 September 2026Instagram is a $100 billion, top-three global ads business that is fast becoming Meta’s leading platform in core ad markets as Facebook faces user tipping points across the UK, US and Western Europe.
Reels capture over half of user time, making Instagram an enormous creator as well as brand platform. Instagram must decide whether to join YouTube, Netflix and Disney on the creator escalator as professional content providers seek greater rewards.
Meta’s ads war chest dwarfs YouTube’s. Unlocking it would mean giving up precious margin, so Instagram will have to make tough choices and innovate. We expect announcements at Meta Connect on how content is surfaced on Instagram, on distribution across devices, and on targeted rewards for longer formats.
Claire Enders was quoted in Les Echos on "In the United Kingdom, Channel 4 is cutting more than a quarter of its staff"
10 September 2026“Like all traditional media outlets facing platforms, and despite approximately 40% of its revenue already being generated digitally, Channel 4 is experiencing an advertising climate made all the more difficult by the suffering economy," explains Claire Enders, an industry specialist. “It needs to downsize.”
Enders Analysis was mentioned in The Guardian on "Channel 4 to axe about 300 jobs in biggest layoffs in its history"
8 September 2026Enders Analysis published a report in May on Channel 4 titled Time for Reset, which said that a £69m drop in the broadcaster’s cash reserves to £49m at the end of last year marked their lowest level in more than 20 years.
Broadcasters deliver significant societal value in Europe, but face challenges, competing for viewers and advertising against global players (streamers/VSPs/social media platforms) with different economic models.
Broadcasters’ advertising revenue is plateauing, with growth in the video ad market driven by the tech giants. Global platforms own vast video inventory and proprietary advertising stacks.
Broadcaster collaboration and consolidation is required. However, content access/prominence on platforms and advertising market definitions must be reviewed with regulatory imbalances redressed.
Enders Analysis was mentioned in the Financial Times on "It was billed as effortless London luxury. Then tenants found out the rules"
3 September 2026Residents balked at the short notice, the inability to choose their own internet provider and the price. Average entry-level broadband prices in the UK are about £25 a month, according to Enders Analysis.
James Barford was quoted in the Financial Times on "VodafoneThree to launch debut TV service in challenge to UK rivals"
3 September 2026BT’s annual TV customer growth is now about 4 per cent, while heavily indebted Virgin Media O2’s TV customer base is declining by roughly 4 per cent a year, according to estimates from Enders Analysis. Sky does not publish any TV customer figures.
“These types of packages can appeal to certain types of broadband customers who want the simplicity of bundled services [without paying for] the full Sky bundle,” said James Barford, director of telecoms at Enders Analysis, who cited the growth of BT’s TV business, EE TV, as evidence.
“Reaching a $1bn run rate so quickly is impressive by any measure, and this is with official launches still being very fresh in most top-10 ad markets like Western Europe and Japan,” Jamie McEwan, a senior media analyst at media research service Enders Analysis told The Media Leader.
He noted, however, that the announcement has been received with “mixed reactions” by the advertising industry. While the $1bn figure is a significant demonstration of OpenAI’s rapid scaling of ChatGPT’s ad model and advertiser demand for AI chatbots more generally, it is still a modest figure relative to other tech platforms, and according to McEwan, “it now seems certain that OpenAI will miss its advertising revenue target for 2026 by quite a way, right when Anthropic has been overperforming.”
Ben Woods was quoted in Business Insider on "Good Good's brand has been battered by an ad fiasco, but there's a path forward"
3 September 2026"It could prompt some brands and their agencies to reassess where they draw the line between creative freedom and oversight, with greater scrutiny of creators and more checks around creative sign-off," said Ben Woods, head of creator economy at Enders Analysis.