2025 proved another difficult year for the media industry, shaped by economic, trade, and geopolitical uncertainty. Media consolidation is expected to have the greatest impact on content markets in 2026, followed by YouTube, AI, and global streamers. Netflix's dominance strengthened, with 68% citing it as the top growth streamer, up from 43% the previous year. Sports rights remain a priority, with 93% expecting streamers to acquire more. Locally driven partnerships are gaining favour, while Pay TV focus stays on UI and OTT integration. FAST investment centres on monetisation, live content, and stronger markets, with weaker ones potentially being exited. Micro dramas are emerging but face monetisation uncertainty. Across the industry, efficiency, strategic partnerships, and maximising existing assets remain the defining priorities.
In this year’s survey, running from December 2025 to January 2026, we once again asked our global network of industry executives for their views on what to expect from the year ahead.
Top findings include
- Media consolidation key: Over 40% ranked media consolidation as the issue most likely to have the biggest impact on content markets in 2026.
- Netflix rules: Netflix was again ranked the #1 streamer for growth — 68% ranked them #1, significantly up from 43% last year.
- Streamers focused on sports: 93% of respondents agree that sports is a key streaming battleground.
- SVOD focused on local leverage: The two strongest responses to SVOD investment came from locally driven partnership activity.
- Pay TV focus on user journey: UI improvements rank as the most important area of investment for Pay TV.
- Free TV digital content: 70% of respondents agree that more content is needed on broadcaster adjacent digital services (BVOD).
- Micro dramas are here… sort of: Awareness is growing but there is no clear agreement on how the model can extend into wider areas.
- FAST — monetisation and sports: Improving monetisation is key, with sports and the creator economy the two primary areas of focus.
- Studio streamer/sales balance: Studios will continue to seek 2nd window content sales, carefully balancing 1st window commitments.
- Movie theatres are still key: Releasing movies at the US box office remains the most highly valued window among respondents.
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