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<\/div>\nAs we bid a fond or not-so-fond farewell to 2025, predictions and prognostications for 2026 (in the streaming industry and everywhere else) abound, among them the bold and not-so-bold, the wise and not-so-wise, the far-seeing and the far-fetched. Just last week as I type this, amidst all the ongoing <\/span>back<\/span><\/a> and <\/span>forth<\/span><\/a> on the <\/span>long-anticipated<\/span><\/a> but <\/span>far-from-resolved Warner Bros. acquisition and merger saga<\/span><\/a>, we wrapped up our last <\/span>Streaming Media Connect<\/span><\/a> event of the year, which looked to the future a number of times\u2014first, and perhaps most excitingly with talk of <\/span>NASA\u2019s Artemis II<\/span><\/a> and<\/span> Artemis III<\/span><\/a> lunar missions in our opening <\/span>\u201cStreaming the Universe\u201d keynote with NASA+ Head & GM Rebecca Sirmons<\/span><\/a>.<\/span><\/p>\n Often as at other events, sessions end with an open-ended question on how the topic at hand might shake out in 3 or 5 years, or whether tech or protocols or strategies that are fringe or cutting-edge will reach the mainstream at some designated future date. But one of my favorite moments at Streaming Media Connect December happened with <\/span>Live X\u2019s Corey Benkhe<\/span><\/a>, moderating a panel on streamlining livestreaming workflows, asked his panelists <\/span>what is the one part of the streaming workflow that will be outdated and obsolete in three years<\/span><\/a>?<\/span><\/p>\n The predictions game is a fascinating one, and one that\u2019s hard <\/span>not <\/span><\/em>to play at year\u2019s end, whether we\u2019re talking about what\u2019s to come in the next year or three, or what\u2019s just as likely to be gone. In the last few weeks, my own editorial inbox has filled to bursting with unsolicited but much-welcomed season\u2019s greetings from a disparate array of industry experts and thought leaders ringing in \u201cEnd-of-Year Prediction Season\u201d with all manner of educated guesses and promising bets about what\u2019s going to happen in 2026.<\/span><\/p>\n Here\u2019s a quick roundup of the most intriguing, thoughtful, and surprising ones, organized into some rough categories. There\u2019s much food for thought here, but no prediction\u2019s inclusion should be read as an endorsement. We can reasonably expect some to come partly or mostly or entirely true, while others might leave us scratching our heads in December 2026 when we realize how far they missed the mark, or simply jumped the gun. If some of these predictions haven\u2019t come true a year from now, maybe they were just a little <\/span>too <\/span><\/em>far-seeing, and these forecasts will look better in 2027.<\/span><\/p>\n Thanks to one and all for their insight, and for sticking their necks out with these predictions<\/span>\u2014<\/span><\/em>especially the boldest and far-sighted of the bunch. And without further ado, let the prognosticating rites of winter begin.<\/span><\/p>\n Sub-3-second latency will enable new streaming business models:\u00a0<\/strong>In 2026, sub-3-second latency will become widely adopted for streaming sports and interactivity enabling operators to introduce commerce models that depend on near-real-time delivery. Focusing on latency reduction will allow operators to unlock new revenue streams including betting and premium multi-view packages for sports. Latency alignment will enable operators to leverage AI-driven metadata instantly to make new viewing experiences, commerce opportunities and interactive campaigns more aligned with what viewers are used to on their social media platforms.\u00a0 Latency alignment between broadcast and streaming will also reduce subscriber churn as viewers no longer experience frustrating delays compared to traditional TV.\u2014<\/span>Elke Hungenaert, Vice President of Product Management, Video Network, Synamedia<\/span><\/em><\/a><\/p>\n Hybrid is the new normal:\u00a0<\/strong>The migration to the cloud is not a straight line; it\u2019s a balancing act. We\u2019ve reached a tipping point where certain workflows must be in the cloud and that shift will accelerate as more AI applications emerge. But full cloud isn\u2019t always the answer. Hybrid models offer the control and predictability of on-premise systems with the scalability and efficiency of cloud. For sports broadcasters, 2026 will be the year this balance becomes standard practice.\u2014<\/span>Simon Brydon, Head of Sport, Video Network, Synamedia<\/span><\/em><\/a><\/p>\n AI becomes truly agentic and drives a new phase of cloud repatriation:\u00a0<\/strong>AI is no longer just a tool for optimization. In 2026, agentic AI starts replacing full workflows, and that shift will separate companies that understand how to use AI from those that fight it. The real impact isn\u2019t that AI replaces jobs, but that it replaces the tasks people shouldn\u2019t be doing in the first place\u2014the repetitive, time-sucking operations that drain teams. Organizations that lean into agentic AI will run faster, make decisions earlier, and redirect people into work that actually moves the business.\u00a0<\/span><\/p>\n As AI becomes more embedded in day-to-day operations, more companies will realize that complexity and cost are pushing them away from the hyperscalers. They\u2019re seeing outages, noisy-neighbor issues, unpredictable billing, and environments so complex that one failure cascades through the whole stack. AI workloads, especially GPU-heavy ones, run better, and more cost-effectively, when the infrastructure is simpler, more transparent, and built for their exact workloads. That\u2019s why 2026 will be a major year for cloud repatriation back to regional providers and bare-metal platforms built for performance.<\/span>\u2014<\/span><\/em>Richard Copeland, CEO, Leaseweb<\/span><\/em><\/a><\/p>\n The biggest AI impact in 2026 is the most unsexy: operations:\u00a0<\/strong>The hype cycle is over; practicality will take center stage. Operational AI, specifically LLM-driven automation, will transform the video software industry in 2026 by delivering measurable improvements in reliability and scalability alongside a reduced operational burden. The most significant AI breakthroughs will be behind the scenes, with the automation of workflow \u2018micro-decisions\u2019 such as meta-data triggers and synchronization.\u00a0 Copilots that read configurations, detect anomalies, forecast issues, interpret logs, and guide operators through fixes in real time will also become the norm.\u2014<\/span>Elke Hungenaert, Vice President of Product Management, Video Network, Synamedia<\/span><\/em><\/a><\/p>\n Multi-cloud fragmentation becomes a crisis:\u00a0<\/strong>Whether they planned it or not\u2026 by 2026, nearly every enterprise will be operating in a patchwork of public cloud, private cloud, containers, and edge environments. When apps need to talk to each other securely, or when data must move quickly and reliably to support analytics and AI, that fragmentation will become a real liability. Teams are already discovering that traditional networking and legacy failover approaches simply don\u2019t work at multi-cloud scale. The complexity isn\u2019t slowing down – so the resiliency architecture and network connectivity has to evolve to match the world we\u2019re deploying into.<\/span><\/p>\n What I expect to see in 2026 is a massive shift toward secure, lightweight, point-to-point connectivity models built on zero-trust principles. Companies need a way to ensure constant uptime, fast recovery, and secure movement of data across clouds without wrestling with brittle tunnels or static network overlays. High availability isn\u2019t just about servers anymore – it\u2019s about the entire distributed fabric staying resilient. Businesses will choose solutions that let them seamlessly failover across clouds, maintain jurisdictional control, and securely reach any resource from anywhere. That\u2019s the only way to operate confidently in a multi-cloud world.\u2014<\/span>Don Boxley, CEO & Co-Founder, DH2i<\/span><\/em><\/a><\/p>\n Automation becomes the industry\u2019s operating system:\u00a0<\/strong>The macro trends shaping 2026 \u2013 specialization, consolidation, workflow simplification and autonomous advertising \u2013 aren\u2019t abstract ideas, they\u2019re the realities guiding how advertisers plan and buy today. We\u2019re seeing the industry shift from experimentation to execution, where efficiency and intelligence are the real differentiators. And the companies that embrace this reality, adopting automation and streamlining how they operate across the ecosystem, will be the ones who win.\u2014<\/span>Irina Katsnelson, Senior Vice President of Enterprise Sales, Nexxen<\/span><\/em><\/a><\/p>\n Shifting from satellite to IP distribution will rise to the top of the agenda:\u00a0<\/strong>In 2026, broadcasters will start accelerating their transition to IP distribution away from satellite, particularly among U.S. broadcasters who are feeling the pressure of the forthcoming C-Band spectrum reallocation. The drivers are clear: consumers demand high quality HD and 4K channels and operators want to increase flexibility and redundancy. As a result, hybrid IP-first models that reduce operational risk will become the new standard.\u2014<\/span>Elke Hungenaert, Vice President of Product Management, Video Network, Synamedia<\/span><\/em><\/a><\/p>\n The World Cup resilience test:\u00a0<\/strong>The FIFA 2026 World Cup will be the single biggest driver of technology investment of 2026. After recent high-profile streaming outages, disaster recovery is moving from afterthought to board-level priority. With modern cloud architectures, there\u2019s no excuse for service collapse.\u2014<\/span>Simon Brydon, Head of Sport, Video Network, Synamedia<\/span><\/em><\/a><\/p>\n A boom in niche sports:\u00a0<\/strong>As the rights to top-tier leagues grow too costly for all but the biggest media players, 2026 will see increased investment in mid-tier and niche sports with passionate followings. Expect broader distribution for sports like volleyball and tennis, continued momentum in women\u2019s leagues, and the rise of participant-driven properties such as professional pickleball and cornhole\u2014sports that already attract devoted audiences and are increasingly TV- and streaming-ready.\u2014<\/span>Jon Giegengack, Principal and Founder, Hub Entertainment Research<\/span><\/em><\/a><\/p>\n The great integration of the creator economy:\u00a0<\/strong><\/span>The conversation has moved beyond how to participate in the creator economy to where that economy lives. In 2026, the streaming wars will pivot from a battle over library depth to a fight for the discovery funnel.\u00a0 Case in point: the evolving nature of the Disney\/Sora partnership, which has transitioned from an experimental tool into a proprietary publishing engine.\u00a0 By turning their legendary IP into a licensed sandbox, Disney facilitates the creation of\u00a0AI-assisted shorts that are created and published within the Disney+ interface to drive platform engagement.\u00a0<\/p>\n In 2026, we will see major streamers similarly deploying vertical scrolling discovery feeds within their apps.\u00a0 This integration will mark the end of the era where streamers lose eyeballs to social media platforms.\u00a0 In 2026, vertical discovery feeds will be a required component for broadcasters, serving as a primary discovery and engagement mechanism. Rather than viewing short-form content as a distraction, they will parlay their content into creator-driven shorts and publish them both in-app and on-third party social platforms, ensuring that they are able to capitalize on the next viral cultural moment when it happens.\u2014Paul Pastor, Founder-CBO, Quickplay<\/em><\/a><\/span>\u00a0<\/p>\n Vertical video becomes the open web\u2019s new front door\u2014and its next premium channel:\u00a0<\/strong>By 2026, vertical video won\u2019t just enhance publisher experiences\u2014it will define them. As short-form becomes the dominant language of the internet and <\/span>90% of consumers<\/span><\/a> say they\u2019re open to vertical video on publisher sites, publishers will rebuild homepages and article templates around immersive, swipe-first video streams rather than static layouts. This evolution will fundamentally change how users enter and navigate the open web, with vertical clips acting as a dynamic \u201cfront door\u201d that funnels audiences into news, evergreen content, and commerce experiences. At the same time, the rise of AI-generated misinformation and deepfakes will push advertisers toward brand-safe vertical environments controlled by trusted publishers, elevating vertical video from a format to a standalone premium channel. Expect CMOs to carve out dedicated budgets for this inventory as attention and engagement\u2014not just views\u2014become the core KPIs for digital storytelling. The result: the open web finally competes with walled gardens on the same creative canvas, but with one crucial advantage: credibility.\u2014<\/span>Karan Dalal – COO, <\/span><\/em>Media.net<\/span><\/em><\/a><\/p>\n Streaming Will Pivot From Content Quantity to Retention Engineering:\u00a0<\/strong>After years of chasing subscriber spikes with high-cost originals, streaming platforms will abandon the \u201cPeak TV\u201d playbook and prioritize retention above all else. Instead of massive slates, the focus will shift to programming architectures that drive predictable engagement\u2014weekly releases, cross-title funneling, and algorithmic scheduling built around viewing behavior. As profitability pressures intensify, platforms will optimize for stability, not spectacle.\u00a0<\/span><\/p>\n This shift will force advertisers to rethink how they value CTV environments, with consistent attention outweighing one-off cultural hits. The streaming landscape won\u2019t be defined by who has the most shows, but by who has the most loyal viewers.<\/span>\u2014<\/span>Matt Fanelli, CRO, Digital Remedy<\/span><\/em><\/a><\/p>\n From Dabbling to De Riguer: The Industrialization of Media AI:\u00a0<\/strong>The shiny object phase of Generative AI is over. 2026 is the year of scaling AI throughout the media enterprise.\u00a0 I predict that media companies will shift focus from Generative AI (creating content) to Operational AI (managing yield). We will see the rise of connectivity points where recommendation engines, ad-tech, CMS and analytics, to name a few, share a single brain. This unified layer will learn to re-cut long-form content into shorts, for example, tag it with metadata for discovery, and serve it to the user most likely to churn. AI will not replace creativity but solve the metadata mess. It will become the connective tissue that links disparate systems, deriving greater value from current assets and driving greater value to consumers by predicting exactly what a user wants\/needs to see next to prevent them from wandering off to another platform or worse yet, hit the cancel button.\u2014Paul Pastor, Founder-CBO, Quickplay<\/em><\/a>\u00a0\u00a0<\/span><\/span><\/p>\n FAST consolidates but doesn\u2019t contract:\u00a0<\/strong>The FAST space is slated to mature as the days of launching a \u201cwhatever we can license\u201d channel are over. In 2026, volume for volume\u2019s sake is out; editorial vision, thematic cohesion, and audience intention are in. Viewers are no longer grazing<\/span>\u2014<\/span>they\u2019re looking for streaming with a point of view. Expect a rise in creator-led channels, lifestyle verticals, and brand-aligned experiences that feel more like destinations than dumping grounds.\u00a0<\/span><\/p>\n Live content, especially news and sports, will show up more in FAST, but not as standalone plays. It will come wrapped in the infrastructure of trusted AVOD platforms where distribution, data, and audience already live. That\u2019s the difference between launching a channel and launching an ecosystem. The winners will be the platforms and partners who know their audience, stay disciplined, and build with long-term resonance\u2014not short-term trend-chasing.<\/span>\u2014<\/span>David Di Lorenzo, SVP of Kids & Family, Future Today<\/span><\/em><\/a><\/p>\n Seamless subscriber access:\u00a0<\/strong>Applications are becoming increasingly fluid, operating across a wider variety of devices and operating environments from in-home to mobile and travel.\u00a0 The focus is shifting toward effortless and seamless access, with faster authentication and simpler login flows that allow users to connect to their subscribed services anytime, anywhere.\u00a0 As this continues to evolve, the concept of the platform itself becomes more portable, following the user rather than being bound to specific devices.\u2014<\/span>Tzvi Gerstl, Media Technology, Synamedia<\/span><\/em><\/a><\/p>\n The rise of the community aggregator:\u00a0<\/strong>We are seeing the reinvention of the traditional broadcaster. These players are pivoting to become super-aggregators in their own right, combining subscription and free tiers to capture a wider audience. Unlike global streamers, broadcasters possess a unique asset: community. By incorporating shorts, user-generated content, and hyper-localized content, they are transforming from passive linear channels into dynamic hubs for local engagement \u2013 proving that in a fragmented landscape, the strongest connection is often the one closest to home.\u2014Paul Pastor, Founder-CBO, Quickplay<\/em><\/a>\u00a0\u00a0<\/span><\/span><\/p>\n Creators will redefine TV production:\u00a0<\/strong>Next year we\u2019ll see creators bypass social platforms entirely and go straight to the living room via AVOD and FAST. These streaming platforms are the new frontier as they\u2019re more flexible, more aligned with how audiences actually watch content, and lucrative, opening new sustainable revenue streams for creators.\u00a0<\/span><\/p>\n This shift is already under way from the Mr. Beasts of the world, to other creators like Like Nastya, Gemma Stafford, and more. With the wealth of audience data and insights CTV environments provide, advertisers can better align with creator-led content that reflects brand values and drives meaningful engagement.\u00a0<\/span><\/p>\n That\u2019s the revolution: brands finally have the precision to support creators who build genuine communities, and deliver measurable results. The next wave will be long-form IP and creator-led channels that fill the cultural and emotional gaps traditional television left behind.<\/span>\u2014<\/span>Vikrant Mathur, Co-Founder, Future Today<\/span><\/em><\/a><\/p>\n AI-Powered operations and discovery:\u00a0<\/strong>AI will continue to reshape both operations and user experience, taking personalization to the next level. It will become a central tool for operators to enhance and target their catalogs more effectively. Beyond automation, AI will drive content enrichment through automatic translation, smarter metadata, and improved recommendations. From predictive operations and voice-based discovery to automated QC, AI will move from pilot to production.\u2014<\/span>Tzvi Gerstl, Media Technology, Synamedia<\/span><\/a><\/p>\n The consolidation condrum: Innovate inside the stack, now:\u00a0<\/strong><\/span>The streaming industry is bracing for a wave of consolidation. This is driven by players like WarnerBros. Discovery seeking a buyer or \u201cstrategic alternatives\u201d as the industry looks to combine content and distribution to achieve scale and maximize shareholder value. This M&A focus, however, creates a major strategic trap: technical stagnation.<\/p>\n Because global regulatory processes are lengthy and unpredictable, companies cannot afford to delay vital innovation while waiting for a deal that may be years away. The immediate competitive imperative is to drive technical agility and efficiency deep into the existing tech stack. By focusing on structural value now, a well-engineered media company will ensure its systems and architecture are superior \u2013 which means they will be the belle of the ball, whether they ultimately become an acquirer, the acquired, or an independent powerhouse. Perhaps more an imperative than a prediction, 2026 is the year that demands excellent technical execution.\u2014Paul Pastor, Founder-CBO, Quickplay<\/em><\/a><\/span><\/span><\/p>\n Micro-episode content surges:\u00a0<\/strong>Looking ahead to 2026, the streaming industry is entering a transformative phase. While long-form cinema remains prestigious, the viewing habits of younger generations are fueling a surge in “Micro-Episode” formats. We foresee the launch of dedicated channels and platforms delivering serialized, high-production-value dramas in 2\u20135 minute vertical segments. This isn’t user-generated content, it’s premium storytelling specifically engineered for current viewing patterns. This trend acknowledges that “primetime” is now anytime, requiring premium narratives to adapt and fit seamlessly into the fragmented schedules of modern viewers.<\/span><\/p>\n Interactivity will be the defining characteristic of next-generation streaming. Younger audiences expect immersive features such as polls, overlays, social feeds, and gamified avatars to be part of the core experience. Creator-driven linear channels and token-gated content will introduce new monetization opportunities, while virtual goods and micro-transactions will make FAST channels feel more like social platforms than traditional TV. Companies that embrace these participatory models will be well-positioned as streaming evolves into a space where community, commerce, and content converge.<\/span>\u2014<\/span>Einat Kahana, VP of Product solutions at Viaccess-Orca<\/span><\/em><\/a><\/p>\n Amazon tackles the discovery problem:\u00a0<\/strong>As frustration with content search and discovery reaches a tipping point, 2026 could see Amazon Prime Video introduce a universal video search experience that spans platforms\u2014including services outside the Amazon ecosystem. By positioning itself as the easiest place to find anything to watch, Amazon stands to become a default viewing hub, with more consumers centralizing and managing their subscriptions through the Prime Video interface.<\/span>\u2014<\/span>Mark Loughney, Senior Consultant, Hub Entertainment Research<\/span><\/em><\/a><\/p>\n Evolving content experience:\u00a0<\/strong>Content aggregation remains a priority, but 2026 will mark a stronger fusion of traditional and social media experiences. Short-form portrait content and influencer-driven media will enter mainstream TV platforms, blurring the lines between entertainment, engagement, and community. Two-screen experiences – combining mobile interaction with main-screen viewing – may start growing, especially among younger audiences seeking more active and social engagement around live events. At the same time, we may start see the introduction of a much simpler user experience, transitioning away from complex content rail views and menus to a more intuitive and fluid discovery experience<\/span>.\u2014<\/span>Tzvi Gerstl, Media Technology, Synamedia<\/span><\/em><\/a><\/p>\n More\u2014and bigger\u2014bundles:\u00a0<\/strong>While streaming TV remains the epicenter of consumer \u201csubscription overload,\u201d the issue extends far beyond video. As households juggle more paid services, 2026 will bring an expansion of bundles from pay TV operators and other aggregators such as telcos and Amazon. These packages will increasingly combine TV with adjacent entertainment like gaming and music, as well as non-entertainment subscriptions ranging from grocery delivery to fitness and e-learning. For pay TV providers, bundling represents a powerful way to reduce churn by delivering value that standalone streaming services can\u2019t match.\u2014<\/span>Jon Giegengack, Principal and Founder, Hub Entertainment Research<\/span><\/em><\/a><\/p>\n Netflix absorbs HBO:\u00a0<\/strong>In a dramatic consolidation move, Netflix could fold HBO\u2019s premium content into its flagship service and rebrand HBO\u2019s linear channels under the Netflix name. Once synonymous with prestige television, the HBO brand would finally meet its demise after more than 50 years\u2014its legacy overtaken by streaming-era scale, successive mergers, and strategic missteps.<\/span>\u2014<\/span>Mark Loughney, Senior Consultant, Hub Entertainment Research<\/span><\/em><\/a><\/p>\n YouTube\u2019s push onto the big screen:\u00a0<\/strong>As YouTube continues to grow overall viewing time, 2026 will see a stronger emphasis on driving consumption on TV screens through licensed, long-tail movies and classic TV series. By packaging and promoting familiar titles in ways that appeal to audiences encountering them for the first time, YouTube is poised to extend its dominance beyond short-form and capture more living-room viewing.\u201d\u2014<\/span>Jason Platt Zolov, Senior Consultant, Hub<\/span><\/em><\/a><\/p>\n Kids\u2019 privacy will redefine brand safety and transparency will be the new trust signal:\u00a0<\/strong>2026 will mark a turning point where kids\u2019 privacy moves from a compliance topic to the defining issue of brand safety. As AI-generated content accelerates and consumer privacy laws tighten, advertisers will no longer accept vague assurances or black-box measurement. They\u2019ll demand verifiable proof that every impression is safe, age-appropriate, and aligned with their values. COPPA and its successors will become the framework by which trust is measured across the entire CTV ecosystem. Marketers will demand partners demonstrate real accountability from AI-powered verification tools, clear age-appropriate contextual controls, and full visibility into data usage. In an era defined by algorithmic opacity and AI-driven noise, trust will be the new currency. Platforms that treat kids\u2019 privacy and transparency as core to their identity, not just regulatory obligations, will define the next era of responsible advertising.<\/span>\u2014<\/span>David Di Lorenzo, SVP of Kids & Family, Future Today<\/span><\/em><\/a><\/p>\n AI will empower SMBs to compete with giants in advertising:\u00a0<\/strong>AI flips the power dynamic in advertising next year. Small and mid-sized businesses will compete on the same playing field as the world\u2019s biggest brands\u2014not because they\u2019re spending more, but because they\u2019re thinking smarter. The same sophistication that once required big budgets and agency-scale resources can now be achieved through intuitive, AI-powered platforms. <\/span><\/p>\n The next wave of AI innovation will be less about flashy creative tools and more intelligence at the infrastructure level: real-time price floor optimization, dynamic audience segmentation, and contextual tracking that works without IDs or cookies. However, the true differentiator won\u2019t be the algorithms but the humans who know how to use them. When machine precision meets human insight, brands can deeply understand audiences and reflect real values, to deliver authentic and effective ads.\u2014<\/span>Vikrant Mathur, Co-Founder, Future Today<\/span><\/em><\/a><\/p>\nWorkflows, Automation, Architecture, and Infrastructure<\/strong><\/h2>\n
Content and Channel Strategy<\/strong><\/h2>\n
Monetization and Measurement<\/strong><\/h2>\n