How AI, platform economics and trust are reshaping TV and streaming
AI is moving from experimentation to operational infrastructure. At the same time, streaming markets are consolidating and questions around trust and governance are gaining importance.
The TV & OTT Trend Analysis 2026 evaluates the structural developments currently shaping the industry and highlights the trends that will influence strategic decisions for broadcasters, platform operators and media companies over the coming years.
The report includes
- 15 megatrends shaping the TV and OTT industry
- perspectives from international industry experts
- four scenarios for the possible development of the media landscape by 2031
- strategic implications for platforms, broadcasters and technology partners
An industry in structural transition
The TV and OTT industry is entering a phase of structural transformation.
Several developments are evolving simultaneously:
- streaming markets are consolidating
- bundles are reshaping distribution models
- AI is transforming production processes and platform operations
- regulatory requirements are expanding across multiple markets
For many media organizations this means reassessing platform strategies, technology architectures and partnership models at the same time.
The TV & OTT Trend Report 2026 provides a structured analysis of these developments and identifies the factors most likely to influence the future evolution of the industry.
Explore the report with our AI chatbot
In addition to downloading the full report, you can explore the insights interactively.
Our AI chatbot allows you to ask questions about the trends, scenarios and strategic implications discussed in the report and retrieve specific insights quickly.
Typical questions include:
- Which trend received the highest relevance rating this year?
- What scenarios does the report outline for the media industry in 2031?
15 trends shaping the next five years
The report identifies 15 megatrends that are expected to influence the development of the TV and streaming industry in the coming years.
These trends are based on the analysis of industry research, technological developments and regulatory signals. In addition, they were evaluated by international industry experts in a two-round Delphi process.
The trends fall into four thematic clusters:
AI & Technology
- AI-driven personalization of content and interfaces
- automation of production and development processes
- edge technologies enabling interactive streaming experiences
Market structure and business models
- consolidation of streaming platforms
- bundle-based distribution models
- growth of AVOD and FAST services
Regulation and geopolitics
- expanding regulation of streaming platforms
- accessibility requirements for OTT services
- geopolitical developments affecting media markets
Audience and attention
- mobile-first consumption among younger audiences
- increasing importance of authenticity and content provenance
- changing engagement patterns in the attention economy
Four scenarios for the media landscape in 2031
Based on the trend analysis, the report outlines four possible future scenarios for the TV and streaming industry. These scenarios are not predictions. Instead, they serve as strategic tools to explore and analyze potential developments in the industry.
The scenarios are built around two key uncertainties: the degree of market consolidation and the governance and trust frameworks surrounding AI.
Together, these factors result in four possible trajectories for the industry:
The Wild Stream
A fragmented ecosystem where platforms and AI-generated content expand with limited coordination or governance.
The Algorithm Kingdom
A small number of dominant platforms control distribution while AI systems operate with limited oversight.
The Trusted Empire
Large platforms dominate the market but operate within clear governance and verification frameworks.
The Open Ecosystem
A diverse platform environment with open standards and transparent content provenance.
Fill out the form and click "Submit." You will then receive a link via email to download the report. Please note that email delivery may take a few minutes.
Explore more
