“Streaming has entered its maturity phase, and the line between broadcasters and platforms is blurring.” That’s a key conclusion offered by Frédéric Vaulpré, Sr. VP at French television industry market intelligence firm Glance, delivered to MIPCOM 2026 attendees on Monday morning during a keynote session at the European conference in Cannes, France. “With new content slowing, platforms are growing their catalogues through broadcaster partnerships and moving closer to the TV model, while the ad tier puts them in direct competition for advertising.”
That said, live events “show TV can still unite nations,” Vaulpré reasons, adding, “In this world of coopetition, the winners will be those who understand who is watching, where and why by having an accurate understanding of audience drivers.”
Vaulpré’s remarks came during an hourlong MIPCOM 2026 keynote session under the banner, “Unlocking Audience & Content Dynamics: Who is Watching, What, How and Why?”
He drew on official audience measurement data and SVOD catalogue tracking across key markets to examine how SVOD platforms and broadcasters are increasingly competing and cooperating in a world of hyper distribution. He was joined by Head of Research and Client Experience, Candice Alessandra, who shared the key international trends shaping scripted and unscripted content.
Vaulpré opened the discussion by demonstrating that content supply and audio/visual consumption feed each other. He then noted that the new content offer is shrinking across the board.
- Across 48 territories, new series on linear TV fell by 12% between January and September 2026, compared with the same period in 2025.
The trend is similar on SVOD, where new content in global platform catalogues dropped by 12% on Netflix, and by 41% on Disney+.
Yet SVOD catalogues continue to expand in nations such as France, fueled by broadcaster partnerships. It’s a sign that SVOD is moving closer to the traditional TV model as content becomes more common across the platforms.
The session then turned to linear TV; an established model being challenged. Daily viewing time fell in every international market analysed in the first half of 2026 compared with the first half of 2025, with the steepest drop in the United Kingdom, down 9 minutes to 2 hours. Italy remains, in Western Europe, the biggest TV-viewing nation at 3 hours 32 minutes per day.
In the United States, broadcast networks have proved much more resilient than cable.
Between January 2024 and June 2026, broadcast’s share of total video eased from 24.2% to 19.8%, while cable fell from 27.9% to 19.5%, and streaming climbed from 36.0% to 48.5%.
As streaming matures, consumption is increasingly driven by new seasons of established shows rather than new launches. In Spain, returning seasons now account for 58% of Netflix Top 10 viewing, up from 35% in 2023, while new launches have fallen from 65% to 33%.
Looking ahead, Vaulpré highlighted three points to watch before the end of the year:
- major upcoming titles including Warner’s Harry Potter series and Blade Runner 2099 on Prime Video
- the fusion of content via consolidation with the ITV/Sky and Warner Bros. Discovery/Paramount deals in particular
- the U.S. midterm elections, with a strong forecast for advertising investment
— With on-site reporting by Victoria Fairclough, for Fair Communications
