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Video: Strategic overview of the landscape in 2026

As the streaming market matures, the race for subscriber volume has evolved into a battle for profitability, centred on capturing and monetising the 82 minutes of daily video consumption that now defines global digital life.

We have distilled a vast landscape of industry research into this essential briefing on the strategic drivers for 2026.

Executive Summary: Winning the 82-Minute Battle

In 2026, video has transitioned from a high-growth digital asset to the standard medium for global data consumption. The strategic landscape has shifted: the industry’s initial focus on rapid subscriber acquisition has given way to a mandate for long-term profitability and churn reduction.

Success in this mature market is no longer defined by how many users a platform can reach, but by how effectively it monetises and retains its existing audience through superior user experiences and operational efficiency. On average, consumers now spend 82 minutes a day streaming, making the competition for that time window more intense than ever.

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With video accounting for over 82% of all global internet traffic, the challenge for platforms has shifted from simply delivering a stream to maximising monetisation and engagement in a hyper-saturated attention economy.

Success in 2026 demands convergence: the fusion of technology and content, monetisation and engagement, and AI-driven innovation with consumer trust.

Global Trends & Market Dynamics

Analysts project the global video streaming market will exceed $277 billion in 2026 and reach a staggering $3.49 trillion by 2034. Several non-Nordic global shifts underpin this growth:

1. The Performance Maturity of Video

Video has moved from being a branding tool to a core performance channel.

  • 91% of businesses now use video as a marketing tool.
  • 93% of marketers report it is an essential part of their strategy, with 83% noting that video directly increases sales.
  • 82% of marketers report a positive ROI.
  • Short-form videos (30 seconds to 2 minutes) are currently the highest-performing format, while videos over 60 minutes see engagement drop to just 17%.
  • Online video now has a 92.8% worldwide reach.
  • YouTube remains the dominant global force with 2.7 billion monthly active users, but TikTok users spend more time per day on average (97 minutes).
  • Global habits underpin the need for robust tech:
    • Video now accounts for 75% of all data consumption. In Western Europe alone, an estimated 486 petabytes (PB) of data will flow through video in 2025.

2. Hybrid Monetisation: The End of "Subscriptions Only"

Where the early 2020s were defined by a push for pure volume, 2026 is defined by the maturity of hybrid monetisation. As monthly fee fatigue sets in, platforms are breaking out of the 'walled garden' to reach audiences through hybrid and ad-supported tiers.

Modern video streaming infrastructure must now support a layered approach: capturing wide audiences through ad-supported content to build a funnel, then converting them to premium tiers, while using ad-revenue to offset the rising costs of content production.

  • Tiered Strategies: Platforms now combine SVOD (Subscription), AVOD (Ad-supported), and FAST (Free Ad-supported) to maximise average revenue per user.
  • Ad-Supported Growth: Experts project that advertising will outpace consumer spending in the media and entertainment sector, with streaming TV advertising alone expected to reach $51 billion globally by 2029.
  • Market Shift Insight: While SVOD continues to outpace traditional media in terms of volume, AVOD is the fastest-growing sub-segment in Scandinavia, with a projected 10.7% annual growth (CAGR). Conversely, TVOD (transactional) shows stagnating growth at just 0.6%.

Live Streaming

Live streaming has become a $99.82 billion global market and is the third-most-popular video format. Key findings:

  • On average, consumers spend 82 minutes a day watching online TV/streaming.
  • People spend 8x as much time watching live videos as they do watching on-demand content.
  • Platforms like TikTok Live and Amazon Live have turned streaming into a "watch-and-buy" environment.
  • Interactive shopping events produce conversion rates 3–5x higher than standard e-commerce.
  • Live polls, real-time chat, and multiple camera angles are now baseline expectations for sports and major events, fostering a sense of "watching together" even in a digital space.

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Regional Deep Dive: The Nordic Market

The Nordic region serves as a global blueprint for streaming trends. Due to its advanced digital infrastructure and high adoption of consumer tech, the region serves as a leading indicator, revealing shifts in audience behaviour before they manifest in larger, lagging markets.

1. The Battle for Attention

With the market value of the Nordic video sector nearing €11 billion, the focus has shifted from finding "new" users to capturing a larger share of their limited time.

  • "Subscription fatigue" is driving users toward FAST channels as secondary "lean-back" options.
  • Traditional linear TV has hit an all-time low, making up only approx. 35% of total viewing, with the remainder absorbed by streaming and social feeds.
  • HVOD (Hybrid VOD) is the fastest-growing business model, combining subscription video-on-demand and advertising.
  • The Scandinavian E&M market shows a stable average annual growth of 2.5% through 2029.
  • OTT video is a standout winner in this region, growing at 5.2%.

Projected Annual Growth (2025–2029)

2. The FAST Channel Surge

The initial gold rush of the FAST and AVOD market was characterised by "content dumping", the practice of offloading vast, unorganised back-catalogues onto platforms to simulate scale. This volume-first approach resulted in severe discovery friction, where poor metadata and a lack of editorial oversight made it nearly impossible for viewers to find relevant content.

In 2026, the Nordic market has pivoted toward strategic curation. Leading providers have realised that library value is only unlocked when content is organised into high-interest thematic channels, supported by localised metadata and market-specific programming. This shift from "quantity" to "relevance" is the primary driver of increasing ad fill rates and reducing viewer bounce, turning dormant archives into active revenue streams.

  • OEM Dominance: Samsung TV Plus is a major grossing platform in the region due to its pre-installed status on Smart TVs.
  • Local Aggregators: Independent Nordic players (e.g., LevelK) are launching dedicated genre channels (like RomCom TV) to monetise dormant library rights.
  • Trust Through Localisation: Nordic consumers are 53% more likely to engage with local ads. Localisation (dubbing/subtitles) increases content trust by 70%.
  • Data Usage Surge: Streaming data usage in the region is expected to double, with a forecast 12.4% annual growth rate (CAGR).

 

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Sources

Dictionary

CAGR (Compound Annual Growth Rate): The mean annual growth rate of an investment over a specified period of time longer than one year.

CDN (Content Delivery Network): A geographically distributed group of servers that work together to provide fast delivery of internet content, reducing buffering and "bounce" rates.

Connected TV (CTV): Any television set used to stream video over the internet. These are most often viewed via apps on a Smart TV or a device like an Apple TV or Roku.

FAST (Free Ad-Supported Streaming TV): Linear, "lean-back" television channels delivered via the internet without a subscription. These often mimic traditional broadcast TV but are delivered over-the-top (OTT). Learn more here.

VOD (Video On Demand): A systems that allow users to select and watch video content at their convenience rather than at a specific scheduled broadcast time. Learn more here

AVOD (Advertising Video On Demand): A monetisation model where content is free to the viewer but sits behind digital advertisements.

HVOD (Hybrid Video On Demand): A tiered business model that combines multiple revenue streams, such as a lower-cost subscription tier that still includes some advertising.

SVOD (Subscription Video On Demand): A service that gives users unlimited access to a wide range of content for a recurring monthly or annual fee (e.g., Netflix).

OEM (Original Equipment Manufacturer): In the streaming context, this refers to the companies that build the physical hardware (like Samsung or LG) and control the pre-installed apps on the home screen.

OTT (Over-The-Top): Content providers that deliver media directly over the internet, bypassing traditional cable, broadcast, and satellite television platforms. Learn more here.

PPV / TVOD (Pay-Per-View / Transactional VOD): A model where viewers pay for individual pieces of content, such as a live sporting event or a premium movie rental. Learn more here.

ROI (Return on Investment): A performance measure used to evaluate the efficiency or profitability of a specific investment in content or technology.



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