OTT in 2026: Trends Every Media Leader Needs To Prepare For

The age of “growth at any cost” in streaming is over. We are entering a profitability era where every content investment, product decision, and technology choice has to earn its way onto the roadmap. In 2024 and 2025, we watched the market reset in real time. Disney pushed its streaming business to profitability by increasing prices, cracking down on account sharing, and leaning into bundles like Disney+, Hulu, and ESPN+ in a unified experience. According to S&P Global , more streamers will pursue bundling and joint ventures to improve scale and reduce churn. At the same time, ad supported viewing and FAST are not a side story anymore. Comscore and Nielsen show AVOD and FAST audiences expanding quickly, with FAST channels up double digits in 2025 alone and up more than 70% since 2023. The message is clear. By 2026, OTT leaders will not be judged on who has the most apps or the flashiest originals. They will be judged on: How efficiently they acquire, retain, and re-engage viewers How intelligently they monetize across subscription, ads, and commerce How adaptable their infrastructure is when the next platform or format appears Here are the OTT trends and key insights that deserve a line on your 2026 strategy doc.