Research presented by Glance at MIPCOM 2026 highlights a major shift in the media landscape as streaming platforms and traditional broadcasters increasingly collaborate amid shrinking volumes of new streaming originals. Data from 48 markets show declines in new linear TV series launches and cuts in Netflix and Disney+ original content. To compensate, streaming services are expanding their libraries by licensing shows from broadcasters such as France’s TF1+, M6+, and france.tv. This strategy points to a blending of streaming with traditional television models, where platforms rely on a mix of originals, acquired programming, and live events to attract viewers.

Viewing trends reveal that traditional TV usage continues to drop worldwide during early 2026, with notable declines in markets like the U.K. as daily TV watching falls by nine minutes. Meanwhile, streaming’s share of total video viewing is rising sharply in the U.S., reaching 48.5% by mid-2026, while broadcast and cable shares decline. This growth is accompanied by a surge in advertising revenue for both broadcaster video-on-demand and subscription streaming services. Subscription tiers with ads are pushing streaming services into more direct competition with broadcasters for ad dollars.

Glance’s analysis also shows that familiar franchises and live sports are increasingly crucial to streaming success. In Spain, returning shows made up 58% of Netflix’s top viewership by 2026, up from 35% in 2023, reflecting the importance of reliable, recognizable content over new launches. Live sports remain a major draw, with events like the FIFA World Cup attracting billions globally and compelling platforms like Paramount+, Prime Video, and Disney+ to acquire major sports rights to engage audiences with live, unduplicable experiences.

International content exchange and local partnerships are becoming more prominent as production hubs like the U.S., U.K., France, and Turkey dominate scripted series exports. Co-productions and format adaptations flourish alongside emerging creative trends incorporating environmental, institutional, and genre-blending themes. Looking ahead, Glance foresees streaming’s future reliant on smart integration of licensed content, franchise strength, ad monetization, and live events, with success hinging on understanding viewer preferences and combining broad reach with targeted programming across converging broadcast, streaming, and online video platforms.