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Media trends 2026: streaming and AI reshape media strategy 

Luc Eeckhout, Manager Media & Agencies
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At the recent UBA Exchange Community on 3 December, Bart De Pauw (WPP Media) shared key trends that are set to redefine the Belgian and global media landscape in 2026. This article highlights the most impactful insights and moments from his keynote, from AI-fuelled content and CTV dominance to shifting alliances and urgent calls for local collaboration. 

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