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Streaming services face both opportunities and structural challenges in 2026, according to three research firms’ annual predictions.
The forecasts from Hub Entertainment Research, Looper Insights and Antenna highlight areas of growth in sports, local advertising and AI-driven personalization while pointing to ongoing fragmentation and economic uncertainty in the broader digital media ecosystem.
AI shifts power in content discovery
Executives surveyed by Looper Insights said operating system-level AI assistants will increasingly control which shows and services appear on TV home screens, with 75% indicating this shift moves influence away from individual apps.
“By 2026, discovery will no longer live inside apps; it will live above them,” said Francesca Pezzoli, VP of marketing at Looper Insights. “Our research shows OS-level AI assistants are becoming the primary gatekeepers of what shows and services audiences see first on TV home screens, shifting power away from individual streaming services.”
Roku projected in its annual predictions report that AI-driven recommendations will reduce the time viewers spend searching for content, which reached an average of 20 minutes in 2025, according to Comscore data cited by the company. The company said personalized recommendations influenced over 80% of viewing hours on some platforms as of August.
Nearly half of executives surveyed by Looper Insights said AI will have its most immediate impact on automated trailer creation, artwork testing and content packaging rather than on scripted content production.
“The biggest impact of AI in 2026 will be in shaping how stories are packaged, tested, and surfaced,” Pezzoli said. “Automated trailers, artwork testing, and content packaging are where leaders see immediate value.”