MWC Barcelona 2026 opened with energy and big crowds. Over 100,000 people from 207 countries filled Fira Gran Via from March 2–5 for the 20th edition in the city. The focus this year felt different. Conversations moved from ideas and possibilities to concrete solutions that are already shaping the market, especially in video.

At MWC, AI was everywhere, but not as a novelty. Operators and vendors demonstrated systems that actively manage networks, optimize traffic, and resolve issues automatically. Microsoft, Ericsson, and Nokia showed AI working inside real networks rather than just analyzing or alerting.

AI works only if the underlying data is solid. Reliable, structured, and contextual data powers better content recommendations, search, and engagement. Platforms that invest in this foundation already see measurable benefits in viewer retention and reduced churn.

The global AI in telecom market is projected to reach $38.8 billion by 2028, growing at a 42% CAGR, and MWC 2026 made clear that European operators are moving fast to capture it, with regional investment in AI and intelligent automation expected to reach nearly $21 billion.

Telcos are becoming active players in video distribution. They are building B2B and B2B2C models that leverage their existing infrastructure and subscriber relationships to make content easier to reach.

This isn't new territory, operators have experimented with content aggregation for years, but the strategic intent is now more focused and the commercial models more mature. Operators are positioning themselves as trusted distribution channels for content providers and media platforms, using their billing relationships, device reach, and connectivity infrastructure to remove friction from the subscriber acquisition process.

The telco distribution model accelerates this. When operators bundle OTT access into mobile plans, they effectively convert connectivity customers into streaming subscribers at near-zero acquisition cost.

For content providers and platform builders, the opportunity is clear: operators want scalable, monetizable video services they can offer to their subscriber bases. The constraint is technical complexity, operators need platforms that are easy to deploy, multi-tenant by design, and capable of supporting multiple content partners simultaneously.

Cost control is top of mind for nearly every operator. Cloud infrastructure, tech stack complexity, and operating expenses are under scrutiny.

For video platforms, this means reducing operational overhead. Multi-tenant systems, automated workflows, and scalable architecture help operators expand their services without adding proportional resources.

The conversations at MWC 2026 pointed toward a specific set of platform requirements for operators entering or scaling in the video market:

• AI-powered metadata and discovery that works out of the box, without requiring a dedicated data science team to configure. The value of AI in video is increasingly understood; the barrier is operational complexity.
• Hybrid monetization support from day one. Pure SVOD models are ceding ground. Platforms that can support AVOD, SVOD, and FAST tiers within a single architecture give operators the flexibility to adapt to different markets and subscriber segments.
• Multi-tenant architecture enabling operators to run multiple branded services, or serve multiple content partners, on shared infrastructure without proportional cost increases.
  
• Rapid deployment capability so that operators can move from commercial agreement to live service in weeks, not quarters. In a competitive environment where distribution deals are being signed across the industry, speed to market is a genuine differentiator.  

At our booth during the event, discussions consistently returned to these themes. Visitors explored how our Gecko platform enables operators to address the specific requirements emerging from the market: AI-powered content enrichment, personalized front-end experiences, hybrid monetization models, and multi-tenant service management, all within an architecture designed to simplify rather than complicate the technical stack.

A highlight of the week came at the 2026 MEFFYS Awards, where the OTT ecosystem built jointly by Alpha Networks and Digital Virgo was recognized in the Content & Advertising category. The solution, powered by Alpha Networks’ Gecko, demonstrates how telecom operators can transition from traditional pay-TV to scalable, fully monetizable streaming services without requiring a complete infrastructure rebuild.

MWC 2026 showed that the strategic debate is mostly settled: operators know they need to be in digital services. Now the focus is on execution: finding platforms that are reliable, commercially viable, and fast to deploy. Those who combine speed, flexibility, and AI-powered insights will get the most value from their partnerships and drive stronger audience engagement.

This year’s theme, ‘The IQ Era,’ went beyond smarter networks. Video is taking center stage as operators reshape their business models for the digital era.