Content Everywhere stages: Groundbreaking tech and real-world results converge

The free-to-attend sessions will span AdTech, cloud services, telecommunications, esports and gaming, OTT and streaming, piracy and cybersecurity, and sports streaming services. 

Unsurprisingly, AI features heavily on this year’s agenda. Highlights on Content Everywhere Stage 1 (5.B28), sponsored by AWS, include Chris Ziemer, Broadcast & Streaming Business Leader, Amazon Web Services; Gareth Capon, CEO, Grabyo, and Soyoung Lee, Co-Founder, TwelveLabs, discussing how agentic AI is redefining the media value chain on 11 September. The following day, Nick Pomeroy, Product Director, Stats Perform, will mark 30 years of the Opta data engine by looking at how AI is transforming the way sports content gets made. 

On Content Everywhere Stage 2 (5.G72) on 11 September, Mahesh Ramachandran, CTO, Reuters; Martins Magone, CTO, VESET; and Ryan Currier, Vice President – Product Management, Amagi, will discuss platform-native news in the agentic AI era, including how policy-driven agentic AI can operate within newsroom-defined rules for brand voice, compliance and human approval. In addition, Anastasia Melnikova, Solution Architect, Gcore, will explore how AI and edge infrastructure are transforming broadcasting with faster, smarter, secure video workflows.  

Also not to be missed on 11 September, Bleuenn Le Goffic, VP Business Transformation, Accedo; Dominik Brueck, Chief Commercial Officer, AgileTV; and Nicolas Westermann, Vice President Strategy B2B Product Portfolio, Zattoo, will consider why most media companies are asking the wrong AI question, with many focusing on isolated use cases rather than rethinking the operating model required to make it work at production scale. 

Sports takes centre stage 

Sports is also a recurring topic across all four days of the show, particularly on 12 September, when four sessions in association with Sportel are taking place on Stage 1. 

First up, Ashley Reynolds-Horne, Vice President of Technology, Simplestream, and Govindraj Basatwar, Managing Director, DoveRunner, will ask why sports organisations are becoming media companies.  

Later, ‘Beyond the Live Event: How Sports Content Is Expanding Fan Engagement’ will feature Nina Walsh, Global Leader, Business Development, Media & Entertainment, Games, Advertising & Sports, Amazon Web Services, and Paul Boustead, VP of Product Strategy, Dolby OptiView, examining how sports organisations and clubs are extending the lifecycle of their content, building year-round engagement and creating new commercial opportunities around sponsorship, distribution and fan growth. 

This will be followed by ‘Personalised Sports Streaming: Building the Next Viewer Experience’ with Gabriela Takacova, Co-Founder & CBO, Recombee, and John Morash, Global Sports Lead, Gracenote, before the final Sportel session, ‘Where Sports Rights Go Next: Distribution, Discovery and Revenue’. Fernando García Calvo, CRO of TVUP Streaming Media and CEO of The Channel Store, and James Varndell, Senior Director of Product Management, Bitmovin, are the speakers here. 

Current hot topics including TAMS and Media over Quic (MoQ) will also be discussed in Hall 5. On Friday 11 September, Scott Rose, Lead Principal Product Manager – Broadcast – OCI Media Services, Oracle, and Dr Adrian Roe, CEO, Norsk, will explain why time-addressable media (TAMS) is emerging as a smarter foundation for the next generation of media workflows. The next day, Lars Larsson, Founder of Varnish Software, will dive into the practical realities, architectural challenges, and performance benchmarks of implementing MoQ within a private video CDN context. 

Real-world results on show 

Sessions will also share real-world examples of how technology is solving problems, creating opportunities and delivering results across the Content Everywhere landscape. 

On 12 September, S.L. Benfica will take to the stage to tell the story of Benfica Play, Portugal’s first football OTT platform, built on the InsysGO solution and launched in just four weeks. Meanwhile, Personal (formerly Telecom Argentina) will share how it kept fans engaged during the FIFA World Cup 2026 even when they couldn’t watch live, with Experiencia Mundial.  

On 14 September, Blue Billywig will show how AZ Alkmaar built a full-fledged streaming platform without an army of developers. The company is also set to unveil a first at IBC: a fully European sovereign OTT platform.  

Finally, on 12 September, the BBC will share the value analysis behind its assessment of production in the cloud, covering the business drivers, evaluation methodology, results and lessons learned across the production lifecycle. 

In addition, a series of demos will take place across the four days of the show, including of Google Flow, GStreamer, Tiledmedia Fabric, Amagi Newspulse, and AuroraVision. 

View the full IBC2026 Content Agenda here and register for IBC2026 here.