An interview with Martin Prankl, CEO of Stream1.
Livestreams have long since become more than just a quick fix from the pandemic era. They have become an integral part of modern corporate communication—from internal town hall meetings and webinar livestreams to complex trade show livestream productions. But while many organizations are still in the experimental phase, the professional livestreaming agency industry has already shifted into high gear. What lies ahead? Which technologies are currently changing the playing field? And why is 2026 the year when livestreaming will finally become the standard? We sat down for a conversation with Martin Prankl, CEO of the livestreaming agency Stream1.
Mr. Prankl, you claim that 2026 will be the year of livestreaming par excellence. Others would say this hype has been going on for years. What’s different this time?
The key difference is that this time we’re not talking about potential, but about reality. Technical maturity, societal acceptance, platform investments, and AI support are all coming together at the same time. I’ve been in this industry for many years, with close ties to manufacturers, platforms, producers, and customers, and I’ve rarely seen so many factors moving in the same direction at the same time.
Today, company executives are holding hybrid town hall meetings. Local governments are streaming town hall meetings. Small and medium-sized businesses are setting up their own studios. This isn’t just hype. It’s infrastructure that’s currently taking shape.
What specific technological developments are driving this forward? And what does this mean for livestream production?
Germany has made massive technological strides. Fiber optics, stable mobile networks, and bonding solutions. Today, networks are no longer a hindrance but rather an enabler. At the same time, hardware has become more accessible: 4K cameras are affordable, PTZ systems deliver studio-quality results at the touch of a button, and modern audio setups work on a plug-and-play basis.
Developments in the areas of low-latency streaming and IP-based production architecture are particularly exciting. What used to require large OB trucks with expensive connections can now be achieved using lean, scalable IP setups. And video encoding and streaming have advanced to the point where professional-quality output is achievable even without a specialized engineering team.
If anyone can stream, isn’t professional livestream production obsolete?
Quite the opposite. When anyone can broadcast, quality becomes the distinguishing factor. The question is no longer, “Can we go live?” but rather, “Does our stream engage viewers?” That’s a huge leap in quality when it comes to the question at hand.
Suddenly, dramaturgy, direction, visual language, lighting, and interaction design matter. We can see it in the requests we receive: the experimental phase is over. Companies want sustainable setups, scalable processes, and repeatable formats. They’re no longer looking for technology providers; they’re looking for partners who think in terms of communication. That is the role of a professional livestream production today.
What role do platforms like TikTok, YouTube Live, or LinkedIn play? What does this mean for interactive livestreaming?
A very big one. These platforms are investing heavily in live features, and they’re fundamentally changing what audiences expect from a livestream. Real-time interaction, comments, reactions, polls: these are now standard. An interactive livestream is no longer a special format. It’s the baseline.
We maintain close ties with TikTok Germany and with manufacturers of livestreaming hardware. We’re able to spot trends early on: from vertical live formats to social commerce and creator-driven business streams. What stands out is that companies are no longer focused solely on reach. They’re focusing on connection, dialogue, and community engagement. Livestreaming is no longer just a one-way broadcast. It’s a conversation.
You frequently mention the topic of “webinar livestreams” and internal corporate communications. How has this area changed?
Significantly. The traditional webinar livestream, where a presenter speaks from a desk and shares slides, is now just the bare minimum. What companies want today are dialogue-oriented, interactive formats that have an impact both internally and externally, such as investor relations streams, crisis communication, or international town halls with simultaneous translation.
The need for communication is constantly growing. In a fragmented media landscape, organizations need their own channels. Livestreaming is the most direct way to achieve this: real-time, authentic, and scalable.
The trade show livestreaming sector has grown significantly. How do you see it developing?
The trade exhibition livestream has now become a production format in its own right. Today, events are planned with a “digital first” mindset—or at least with a “digital-first” approach. The challenge here is that a good trade fair livestream is not simply a camera feed. It requires its own production team, its own storytelling, and its own narrative structure tailored to the digital audience.
We are seeing that trade show and convention organizers are increasingly partnering with us to ensure that the online experience matches the on-site experience in terms of quality. This requires mobile production and broadcast units, a stable bonding infrastructure, and a team that understands both technology and communication.
What role does AI play in your daily work, and what are your expectations for 2026?
AI is already an integral part of our productions: we use automatic subtitles in multiple languages, live transcription, AI-powered camera framing, and process automation in administration and project management.
AI doesn’t replace creativity, but it significantly streamlines processes and makes productions faster, more efficient, and more scalable. By 2026, AI in the livestreaming sector will no longer be just a trend, but the norm.
How is Stream1 positioning itself as a livestreaming agency in light of these developments?
We are making targeted investments in infrastructure and quality: expanding our studio and production facilities, upgrading our mobile production and broadcast units, acquiring a mobile streaming unit with a state-of-the-art IP setup, and growing our team with specialists.
Security is a top priority for us. Data protection, access controls, local server infrastructure, and compliance. This is especially crucial in Germany. We’re also actively involved in education, hosting workshops at universities and companies on storytelling, platform strategies, AI applications, and media ethics. The next generation is already thinking in terms of video and live content, and our job is to bring structure and professionalism to the table.
Conclusion
2026 won’t be just another hype cycle for livestreaming; it will be the year livestreaming finally becomes an integral part of modern communication infrastructure. Whether it’s a webinar, livestream, interactive town hall, trade show livestream, or corporate channel: anyone who doesn’t invest in professional livestream production today risks falling behind tomorrow.
Are you planning a livestream project? Stream1 will guide you every step of the way, from the initial idea to the final production. Send us an email at hello@stream1.eu or call us at 089 414145310.
Stream1 – Your live streaming agency for professional live streaming production.
