Observed Signal · Sep 4, 2026 · Market Trends Analysis · Source: DWDL · Impact: 3/5 · Sentiment: Positive
Global TV Trends: Linear Shrinks, SVoD Stagnates, Social Grows
At MIPCOM 2026, The Glance's Frédéric Vaulpré and Candice Alessandra presented data on global video consumption trends. Key findings include: linear TV is losing share in most major markets, SVoD growth is plateauing in France, UK, and US, while video-sharing platforms like YouTube are consistently growing. In France, SVoD ad revenue doubled to around €200 million in one year, with 55% of new Netflix subscribers choosing the ad-supported tier. The Glance also highlighted upcoming industry influences: mergers like Sky and ITV, high-profile series launches (Harry Potter, Blade Runner 2099), and US midterm elections. Programming trends show a shift towards returning series and back catalog titles on Netflix, and an increased windowing of originals to local broadcasters.
The article provides valuable insights into global video consumption shifts, emphasizing the growth of social video and the stabilization of SVoD, which are critical for adtech and media planning. It also highlights the rise of ad-supported streaming tiers, directly relevant to advertising revenue opportunities.
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Key Takeaways & Evidence Grounding
- The Glance presented analysis of global video usage at MIPCOM 2026.
- Linear TV's share of video viewing declined in most major markets over the past two years.
- SVoD advertising revenue in France doubled to €200 million in one year.
- 55% of new Netflix subscribers in France choose the ad-supported tier.
- France and Turkey tied as third-largest exporters of fiction programs behind USA and UK.
Connected Companies & Entities
10 Entities mapped“YouTube is highlighted as the most consistent winner in video consumption, with clear lead in Canada.”
“Data from the UK shows that for Channel 4 fiction programs, an additional 20% of viewing occurs between day 8 and day 28.”
“In Sweden, Prime Video is ahead of Netflix in usage.”
“Netflix's usage patterns now resemble traditional TV viewing, and in France 55% of new subscribers choose the ad-supported tier.”
“In Sweden, TikTok is also ahead of Netflix in usage.”
“Mergers like Sky and ITV in the UK are mentioned as an upcoming influence on the market.”
“Mergers like Sky and ITV in the UK are mentioned as an upcoming influence on the market.”
“Skydance is mentioned as a significant merger in the US/global context.”
“The Harry Potter series is set to launch on HBO Max.”
“The German example Terrain - Battle of the Flags for ZDF is mentioned.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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