Mario Joos is the Founder and CEO of Brightrock, a global research and content strategy company focused on understanding how people consume, engage with, and stay loyal to content at massive scale.
Recognized as one of the world’s leading content strategists, Mario has worked with some of the biggest creators and media brands on the planet — including MrBeast, The Stokes Twins, Alan’s Universe, Jesser, Preston, Beast Philanthropy, Brave Wilderness, Rebecca Zamolo, Kwebbelkop, Matthew Beem, and many more.
Over the past five years, Mario and Brightrock have helped leading creators and media companies optimize content through a deep understanding of audience psychology, retention, satisfaction, storytelling mechanics, and scalable content systems. Across projects Brightrock has been involved in, the content has generated more than 60 billion organic views on YouTube — a scale few content strategists in the world can claim.
His work sits at the intersection of media, data, creativity, behavioural science, and growth strategy. Mario’s expertise goes far beyond creating viral videos — he helps decode why people watch, what keeps them engaged, what makes content emotionally satisfying, and how creators and brands can build repeatable systems for attention, trust, and global reach.
Brightrock’s client portfolio includes some of the largest YouTube ecosystems in the world, with audiences ranging from tens of millions to hundreds of millions of subscribers. This gives Mario a rare, data-informed view into how modern attention works — and how media, brands, and businesses can adapt in a world where content is no longer just communication, but one of the most powerful engines of influence, community, and growth.
For Webit 2026 Sofia, Mario brings an exceptional perspective on the future of content, attention, and digital influence: how creators, companies, and media brands can understand audiences at scale, build content that people truly want to watch, and turn attention into long-term global impact. His insights will be especially valuable for business leaders, marketers, founders, media executives, and technology companies seeking to understand how the next generation of content strategy is reshaping culture, commerce, and growth.