This session will be live-translated from Danish to English by Wordly.

Creators are still often reduced to mere advertising platforms. But in practice, they are evolving into full-fledged media companies with their own distribution channels, formats, and business models.

In this keynote, trend spotter Sofie Marie Vangsbjerg focus on how content consumption has actually shifted — and what that means for the TV industry.

Drawing on data and concrete case studies, she shows how young people today discover and consume content, why personality increasingly trumps format, and what misconceptions still shape the view of the creator economy. She also provides insight into how creators operate as media outlets, brands, and production companies, and which business models are driving this development. 

Additionally, she highlights how branded content and collaborations work today — and why traditional approaches often fail.