At the MIPCOM 2026 keynote session at the Palais des Festivals in Cannes, Glance presented its findings on the evolving dynamics between SVOD platforms and traditional broadcasters. The session, titled «Unlocking Audience & Content Dynamics: Who is Watching, What, How and Why?”, was led by Frédéric Vaulpré, Senior Vice-President at Glance, and Candice Alessandra, Head of Research and Client Experience.
Vaulpré highlighted that the streaming industry has reached its maturity phase, leading to a blurring of lines between linear broadcasters and digital platforms. The supply of new content is shrinking across the board; new series on linear TV dropped by 12% across 48 territories between January and September 2026 compared to the same period in 2025. SVOD platforms are experiencing a similar slowdown, with new global catalogue content dropping by 12% on Netflix and 41% on Disney+.
To compensate for this slowdown, SVOD catalogues are expanding through strategic broadcaster partnerships, effectively moving streaming closer to a traditional TV model. In France, Netflix‘s catalogue grew by 61% in content hours in June 2026 due to contributions from TF1+, while Prime Video saw a 49% increase with content from M6+ and france.tv. As streaming matures, viewership is increasingly driven by returning seasons of established shows rather than new launches.
While linear TV faces overall declines in daily viewing times across all analyzed international markets in the first half of 2026, live sports remain a critical battleground capable of uniting massive audiences. The 2026 FIFA World Cup drew a cumulative 2.6 billion viewers in China, and England’s semi-final match reached 19.9 million UK viewers, marking the country’s highest audience since the Euro 2020 final. Recognizing this enduring power, streaming platforms are aggressively pursuing sports partnerships, such as Prime Video‘s deal with the NHL in the United States and Disney+‘s global Formula E coverage.
On the content side, Alessandra detailed the latest global trends using Glance‘s NoTa platform, which tracks over 10,000 new TV show launches annually. The US and UK remain the top scripted series exporters, while France has tied with Turkey for third place. Scripted trends are currently dominated by ecological dramas, series featuring ‘ordinary heroes’ fighting powerful systems, and crime stories centered around food and kitchens. In the unscripted sector, traditional leaders like the UK, US, and Netherlands are losing market share to other territories, with Nordic countries emerging as strong providers of format adaptations. Current unscripted trends include comedic courtroom formats, ‘militarized’ survival shows, and creator-led video podcasts that bridge the gap between digital and traditional platforms.
