Total Video at the Screenforce Festival 2026
On July 2, the Screenforce Festival 2026 in Düsseldorf, Germany, demonstrated why the future of video advertising won’t be defined by competition between TV and streaming, but rather by their combined impact: total video.
Star power and innovation: The video industry in transition
The video industry thrives on strong personalities – both in front of the camera and behind the scenes.
That’s why prominent stars of German TV, including Günther Jauch, Stefan Raab, Sonja Zietlow, Frauke Ludowig, Frank Buschmann, Steven Gätjen, and Verona Pooth, weren’t the only ones in the spotlight at the Screenforce Festival 2026. Key figures behind the Screenforce initiative, representing industry giants like Ad Alliance, Sky Media, Seven.One Media, and ARD Media, also took to the stage to send a shared message.
This centered on the total video concept: Rather than considering TV, streaming, and connected TV as separate formats, the industry now increasingly treats video as a single ecosystem. For advertisers, this shifts the focus away from individual channels and toward integrated strategies encompassing reach, target audiences, and usage situations.
Malte Hildebrandt, Managing Director of Screenforce, outlines the extent to which the industry is united behind this approach:
“The motto of this year’s Screenforce Festival was ‘Big Screens & Summer Dreams’ – but it was far more than just a great beach party. While the industry certainly proved that it knows how to celebrate – complete with perfect weather and a fantastic festival atmosphere – the day confirmed one thing in particular for me: The market is changing, but our profession is changing with it. With optimism, joy, and energy, our colleagues from the Screenforce family put the full power of total video and the diversity of video center stage, proving why TV advertising is so effective and indispensable for brands. We’ve got the reach, the attention, the content, and the trust – everything that brands so desperately need, especially in a fragmented world. And what’s more, we can deliver truly powerful emotions.”
Streaming killed the TV star? Think again!
The debate over whether streaming is replacing linear television is becoming increasingly irrelevant. Instead of an either/or scenario, a different perspective is coming to the fore: What matters is no longer where content is delivered, but how people consume it.
Magdalena Idziak (WPP Media), Deputy Chair of the Digital Video working group at the German Association for the Digital Economy (BVDW), makes the same observation:
“The boundaries between TV and streaming are increasingly blurring. This is particularly evident from the fact that more and more live events are now streamed. At the same time, the delivery channel matters less and less to audiences – what they’re really interested in is high-quality content, available anytime and on any screen, no matter how big or small.”
For Malte Hildebrandt, too, this trend reflects a fundamental shift in how people are consuming video content:
“The distinction between linear TV and streaming is becoming less and less important to viewers. The most important factor is no longer which channel content is consumed on, but rather that it’s available at any time. For marketers in the Screenforce family, this opens up opportunities to combine reach, data, and precision intelligently – taking advantage of the emotional power of the screen and the targeting capabilities of digital platforms.”
For marketers, this means one thing above all: In the future, media planning will focus less on individual channels and more on target audiences, usage situations, and reach. TV and streaming are increasingly evolving into a shared video content ecosystem where emotional impact and data-driven targeting converge.
If not now, when? The role of live TV events like the 2026 FIFA World Cup
While content is now available anytime and anywhere, shared live experiences are increasingly becoming an exception. And that’s precisely why they’re moving back into the spotlight for brands – after all, they attract attention, stimulate emotional engagement, spark conversations, and reach millions of people simultaneously.
“Live TV events are one of the most valuable advertising environments today because the audience experiences them together in real time. Whether it’s big shows or sports competitions – from ‘Germany’s Next Top Model’ and ‘Let’s Dance’ to soccer or darts – live coverage attracts attention, stirs emotions, and gets people talking. Viewers of live events are emotionally engaged and experience the moment alongside millions of others. It’s precisely this combination of reach, attention, and emotion that makes live events on screen an enormously effective advertising environment.”
Recent market data confirms that live events continue to have a special impact. Market research firm Civey surveyed German audiences’ awareness of brand advertising associated with the group stage of the 2026 FIFA World Cup. One key finding was that Telekom, which had secured the live broadcast rights in Germany via its streaming platform MagentaTV, enjoyed a particularly high level of advertising awareness. At the same time, its presence in the live environment led to above-average viewer engagement.
The study thus underscores a trend that extends far beyond the soccer World Cup. In an increasingly fragmented media landscape, major live events are among the few formats that simultaneously deliver high levels of reach, attention, and shared experiences. Naturally, this makes them a particularly effective advertising environment for brands.
What’s next after the Screenforce Festival? Industry forum 2.0 at DMEXCO 2026
The Screenforce Festival 2026 has shown that it’s not a choice between TV and streaming that will determine the future of video, but rather their interplay. Total video is increasingly becoming the shared frame of reference for reach, data, and creative video marketing.
Discussions about many of these topics will continue at DMEXCO in September. For the third year in a row, the Screenforce initiative will be participating in Europe’s leading digital marketing and tech event. Visitors can look forward to a dedicated lounge area for networking, as well as a diverse program on the Future TV Stage, featuring practical insights into the future of video advertising.
As well as reflecting on a successful festival, Malte Hildebrandt can also feel optimistic about the coming months:
“I’m still blown away by this special day and this evening – and above all by the unique solidarity in our industry, which was so clearly palpable. My takeaway from all this is that together, we can make even more impact!”
Topics coming up on the Future TV Stage:
- Cross-media strategies and new measurement standards
- AI and connected TV
- New audience research and the latest market trends
Want to learn how TV, streaming, and connected TV are evolving into a shared total video ecosystem – and what opportunities this presents for your marketing activities? Then secure your ticket for DMEXCO 2026 now and experience live insights from the industry’s leading experts in Cologne on September 23 and 24.
Furthermore Hannah supports and advises all customers who benefit from DMEXCO's digital reach. Before her time at DMEXCO, Hannah gained experience in the trade fair world and was responsible for the trade fair organization of various events.
