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Streaming has officially overtaken traditional linear television, now accounting for approximately .

2026 Media & Entertainment Industry Outlook | Deloitte Insights serenasparklesxxx_video1(1)mp4

In 2026, the entertainment and popular media landscape has shifted from a period of rapid, volume-driven expansion to a "business reset" defined by financial discipline, the integration of AI as core infrastructure, and a surge in experiential and creator-led content. Total daily media consumption per U.S. adult is projected to reach an all-time high of this year. 1. The Streaming Tipping Point adult is projected to reach an all-time high of this year

The "streaming wars" have matured into an era of super-platforms. Netflix and YouTube are converging, with Netflix adding more short-form content and YouTube offering more premium, serialized experiences. Netflix and YouTube are converging, with Netflix adding

Success is no longer measured by subscriber growth but by profitability, leading to frequent price hikes and the aggressive expansion of ad-supported tiers.

Studios have pulled back from saturating the market with original series. Instead, they are focusing on high-quality, "safe" intellectual property (IP) and franchises to combat high subscription churn rates, which sit at 39% .