TV's Future: 3 Years of Predictions from Media Insiders
Media executives predict dramatic shifts in television over the next three years, with declining cable subscriptions, enhanced personalization, and global simultaneous releases becoming industry standards.
The television industry is undergoing a profound transformation, with media insiders predicting significant changes in viewer habits and content delivery over the next three years. A new survey by CNBC, building on its 2023 analysis, polled industry leaders on their forecasts for 2026. The findings indicate a continued decline for traditional cable TV, a rise in personalized content, and the increasing globalization of entertainment releases.
Executives anticipate a sharp drop in cable TV subscribers, with some suggesting that cable programmers may eventually be bundled into streaming services, much like Netflix is evolving into a comprehensive content provider. "I think it's going to decline dramatically, because the cost of free, over-the-air [retransmission] is now over $30 per customer for something that's essentially free," stated Chris Winfrey, President and CEO of Charter Communications. He added that much of the content once exclusive to cable is now accessible through streaming apps and bundles.
Jeff Zucker, CEO of RedBird IMI and former NBCUniversal CEO, echoed this sentiment, predicting a steady decline in cable viewership until sports rights eventually migrate away from traditional channels. "I don't think we'll have a floor. I do think it will continue to decline, and it'll probably do so every year until sports rights eventually disappear from cable," Zucker said. He believes this shift could take at least another decade.
The Rise of Personalization and Global Content
Looking ahead, media professionals foresee a future where personalization becomes a central pillar of the television experience. Jimmy Pitaro, Chairman of ESPN, expects "ubiquitous personalization" to become standard. "Meaning networks are providing the right content to the right user at the right time, and you're going to see content being promoted based on a user's preferences, but you're also going to see content being created and tailored to a user's preferences," Pitaro explained.
Anjali Sud, CEO of Tubi, predicts that advertising will become far more relevant and less intrusive. "I think you'll see ads get way more useful and relevant the same way they have on social media," Sud commented. She envisions a future where personalized ads feel helpful rather than disruptive.
Beyond personalization, the industry is also bracing for the widespread adoption of day-and-date global releases for major television shows. John Landgraf, Chairman of FX Content and Studios, sees this as a critical evolution. "I think increasingly what you're seeing is the biggest shows are premiering everywhere in the world at the same time," Landgraf noted. This trend aims to create a unified global audience experience for high-profile content.
Artificial intelligence is also poised to play a significant role, particularly in breaking down language barriers. Jeffrey Hirsch, President and CEO of Starz, anticipates a future of "content without borders" thanks to AI advancements in translation. "I think you'll have a world where it's content without borders, where [artificial intelligence] will allow platforms to allow consumers to watch the content in their native language," Hirsch stated. He believes that traditional subtitling and dubbing will become obsolete, replaced by instant, on-demand language toggling.
Furthermore, the integration of commerce directly into viewing experiences is expected to grow. Pitaro highlighted the potential for "frictionless commerce" and direct linking to partner sites for purchases, suggesting that product placement and integrated shopping will become more prevalent. Chris Winfrey also pointed to advancements in immersive technologies, like 8K television and augmented reality experiences, as potential drivers for the pay-TV industry's resurgence, citing initiatives like Apple Vision Pro integration for sports viewing.
The ongoing shifts in the media landscape, including significant mergers and acquisitions such as the proposed Fox acquisition of Roku and Charter's merger with Cox Communications, underscore the urgency for these strategic adjustments. Companies are navigating declining subscriber bases and plateauing growth for streaming services, necessitating innovative approaches to revenue generation and audience engagement. The predictions suggest a future where television is more personalized, globally accessible, and seamlessly integrated into consumers' digital lives.