Globo and former BBC Studios executive urge media companies to embrace risk to avoid being left behind in the industry’s transformation. Artificial intelligence, audiences and monetization were the central themes of the WAWA Audiovisual Summit.
The rapid evolution of the audiovisual business, the growing role of artificial intelligence, new monetization models, and the need to follow audiences across platforms were the central themes of the WAWA Audiovisual Summit 2026, which brought together executives from Globo, R Media, Claro Video and Clearfield Media Consulting.
During the event, Pablo Ghiglione, VP of International Sales at Globo, said the industry’s biggest challenge is no longer simply producing content, but transforming at the same pace as audience behavior evolves.
“The secret is finding the tools that allow you to evolve over time. Change is happening faster than ever, and today, more than ever, evolution and transformation are essential,” he said.
Ghiglione explained that audience fragmentation and artificial intelligence are reshaping the industry, revealing that Globo has made significant investments in AI to support content production.
“We are great storytellers. Storytelling is a gift, but technology is an increasingly powerful tool. We need to use AI and data to keep telling the best stories possible,” he noted.
The executive also highlighted Globo’s experimentation with vertical dramas through different strategies for broadcast television and Globoplay. While the streaming platform uses vertical edits of existing titles to attract subscribers, Globo’s linear channels are producing original vertical stories featuring characters from current telenovelas to engage younger viewers on social media and drive them back to broadcast TV.
He also confirmed that Globo is preparing to launch these vertical drama formats in the international market.
“What worked in the past will probably not work in the future. We must stay informed, turn information into knowledge and remain open to change,” Ghiglione concluded.
Globo expands its monetization strategy
Gabriela Abdo Fernandes, Coordinator of Advertising Products at Globo, explained that changes in audience behavior are forcing media companies to rethink advertising strategies as well.
“The battle today is for attention. It’s no longer enough to simply be present on every platform. You have to adapt your message to each one and build a unified journey for brands,” she said.
According to Abdo, while broadcast television remains Globo’s primary revenue source, the company’s biggest growth opportunities lie in streaming, brand licensing and social media.
She highlighted immersive live experiences built around Globo’s strongest entertainment brands, as well as the continued growth of Globoplay, which she believes has now entered a more mature phase.
Abdo also pointed to Globopop, Globo’s recently launched social content app, as another strategic initiative designed to engage younger audiences and create new commercial opportunities.
“If you wait too long, you’ll miss the opportunity”
Beth Clearfield, Founder of Clearfield Media Consulting and former SVP of Global News Business Development at BBC Studios, reflected on the broadcaster’s digital transformation journey, from signing some of Netflix’s earliest licensing deals to launching AVOD, FAST and SVOD businesses.
She explained that one of the biggest challenges was convincing a well-established organization to invest in emerging opportunities before the market had fully validated them.
“If you wait until you’re sure a new business will be a huge success, you’ll almost inevitably miss the opportunity to be there from the beginning,” she said.
Clearfield stressed the importance of controlled experimentation, developing new revenue streams without damaging existing businesses, and retraining experienced teams instead of replacing them during periods of technological change.
Among the company’s biggest successes, she highlighted BritBox, originally launched as a joint venture between BBC and ITV, as well as the strategy of using FAST channels to attract subscribers to its SVOD service.
Speaking about YouTube, she argued that media companies can no longer afford to ignore the platform.
“If your content isn’t where the audience is—especially younger audiences—they may never find it.”
She also encouraged companies to abandon rigid windowing strategies, experiment with shorter licensing agreements and use every platform as an opportunity to deepen audience engagement.
Risk, adaptability and collaboration
The summit concluded with a shared message from all speakers: the future of the audiovisual industry depends on companies’ willingness to embrace change.
Ghiglione emphasized the need to move beyond traditional buyer-seller relationships toward true strategic partnerships.
Abdo argued that established media companies should stop viewing platforms such as YouTube and Netflix solely as competitors and instead learn how to coexist within the same media ecosystem.
Meanwhile, Clearfield encouraged executives to trust their instincts, advocate internally for innovation and take calculated risks before opportunities disappear.
The overall takeaway from the WAWA Audiovisual Summit was clear: understanding audiences, embracing innovation and adapting quickly will be essential for media companies seeking to remain relevant in the next phase of the global audiovisual business.
