Observed Signal · Sep 4, 2026 · Industry Analysis · Source: Cord Cutters News · Impact: 4/5 · Sentiment: Positive
Streaming & CTV Market: TV Executives' 2029 Predictions: Bundling, Sports, and FAST Rise
CNBC asked 10 media executives for predictions about TV in 2029, and many are already materializing. Key trends include further cable decline, with providers like Spectrum and Breezeline shifting to streaming; live sports remaining a valuable anchor, with Prime Video securing local NHL rights and DAZN partnering with the Orlando Magic; and streaming bundles becoming more common, as seen with Peacock joining YouTube Premium. Major consolidation deals, such as FOX's $22B acquisition of Roku and Paramount's proposed $111B merger with Warner Bros. Discovery, are advancing. Free ad-supported streaming (FAST) services like The Roku Channel and Pluto TV are gaining significant viewership. YouTube is increasingly acting as a TV platform, with record live audiences during the World Cup. Overall, the future points to fewer, larger platforms offering bundled content.
Provides a comprehensive view of major industry shifts (cable decline, streaming consolidation, FAST growth) and involves multi-billion-dollar M&A impacting the TV ecosystem.
Key Takeaways & Evidence Grounding
- CNBC published predictions from 10 media executives about TV in 2029, with many trends already emerging.
- Charter Communications' Spectrum is renaming TV packages and expanding streaming options starting September 16, 2026.
- Breezeline has stopped selling traditional TV service, offering DIRECTV streaming instead.
- Prime Video will be the exclusive local streaming home for six NHL teams starting in the 2026-27 season.
- FOX agreed to acquire Roku for $22 billion.
- Paramount's proposed acquisition of Warner Bros. Discovery is a $111 billion deal facing an antitrust trial in March 2027.
- The Roku Channel and Tubi hold 3.1% and 2.3% of total U.S. TV viewing respectively, per Nielsen.
- YouTube accounted for 13.8% of all TV viewing in May 2026.
- A YouTube channel in Brazil peaked at 12.4 million concurrent viewers during the FIFA World Cup 2026.
- Pluto TV added nearly 250 titles and new channels in September 2026.
Connected Companies & Entities
16 Entities mappedWarner Bros. Discovery
Global media owner spanning streaming, studios, publishing, gaming and ad sales.
“Paramount’s proposed acquisition of Warner Bros. Discovery......”
DAZN
Sports streaming platform monetised by subscriptions, advertising and adjacencies.
“DAZN is also expanding its sports footprint after announcing a new deal with the Orlando Magic......”
Disney
Global entertainment owner spanning streaming, advertising, sports and franchises.
“Its growing relationship with Disney....”
FOX
US media owner spanning broadcast, streaming, publishing and ad sales.
“FOX agreed to acquire Roku for $22 billion......”
Netflix
Streaming platform with subscription and advertising revenue.
“Netflix is considering adding live TV channels and subscription bundles......”
Tubi
Free AVOD streaming service and owned CTV advertising platform.
“Tubi CEO Anjali Sud... FOX already owns Tubi......”
Paramount
Media owner spanning streaming, TV networks and film studios.
“Paramount’s proposed acquisition of Warner Bros. Discovery......”
Charter Communications
US cable, connectivity and advertising sales operator.
“Chris Winfrey, CEO of Charter Communications, said cable subscriptions will continue to decline dramatically....”
YouTube
Video platform monetising audiences through ads, subscriptions and creator tools.
“YouTube is building a larger business around subscriptions... YouTube accounted for 13.8% of all TV viewing......”
Nielsen
Media measurement, ad intelligence, and content data provider.
“according to Nielsen’s May 2026 data......”
Pluto TV
Free FAST streaming platform with advertiser-funded live and on-demand video.
“Pluto TV is adding two channels, live events, and over 200 new titles......”
Prime Video
Hybrid streaming platform with subscriptions, rentals, channels and video advertising.
“Prime Video is becoming the exclusive local streaming home for six NHL teams......”
Roku
Connected TV platform combining streaming, advertising and app distribution.
“FOX agreed to acquire Roku for $22 billion......”
Epic Games
Game publisher, engine provider and digital games platform operator.
“Pitaro also sees gaming becoming a bigger part... pointing to Epic Games......”
Attest
B2B consumer insights software with global survey panels.
“A 2026 Attest report found that 90% of U.S. adults access YouTube......”
ESPN
Sports media network spanning publishing, streaming, broadcast and fantasy games.
“ESPN Chairman Jimmy Pitaro doesn’t see a sports ratings bubble forming....”
Ontology Mapping & Concepts
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