In today’s climate of the increasing use of fake news for which deepfakes may be used, and their widespread distribution through social media, the challenge of distinguishing reality from manipulation is growing. The development of deepfake detection technologies (DFDTs) is therefore crucial. The number of deepfake detection companies (DFDCs) is growing rapidly, changing the competitive landscape. Literature review shows that little is known about strategic opportunities for DFDCs. Therefore, the aim of this research is to provide business strategies, for DFDCs in the emerging DFDT market, in order to maintain or gain a competitive advantage. The knowledge gap lies in the fact that research is done into business strategies for emerging technologies, however, not specifically for DFDTs. To generate concrete and valuable results, the focus is on the Netherlands...