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Matthijs Leendertse

Matthijs Leendertse

Senior Lecturer for Media Economics at Erasmus University Rotterdam and senior researcher/advisor at TNO, specializing in media, ICT, and education.

Jul 30, 2026

4:36
From a sector perspective, how is AI reshaping the economics of video production, and what are the broader retention and monetization implications of these hyper-personalized content loops?
4:50
We are seeing disruption hit both the supply and the demand side of media.
4:55
And if you look at the production side, what we see is that AI is drastically lowering the cost and timeline, especially of video creation.
5:04
In studios and newsrooms, we're seeing what you could call a centaur model emerge, where half man, half machine work on research, rendering and automated editing.
5:15
And it frees creators to focus on the really high-level storytelling, but it also lowers the barrier to entry so drastically that the sheer volume of video output and other types of output is exploding.
5:28
So to give you a sense of the scale of this, this week alone, Spotify removed 75 million AI-generated songs from its platform.
5:37
What's remarkable in media production is that because of AI, the friction between an initial idea and its final realization is more or less disappearing.
8:40
From an institutional perspective, does this framework adequately address the structural risks facing democratic information ecosystems, or are there still underlying economic blind spots?

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