Global Scans · Screens · Weekly Summary

• [New] North America is predicted to dominate globally in 2026 with a share of about 35.8%, as it has the world's most advanced television network, combining traditional broadcasters with well-established streaming and connected TV platforms. Persistence Market Research
• [New] Joining the Apple ecosystem in 2026 is the new iPhone 18 lineup, which might include a folding phone, Apple Watch Series 12, iPad mini 8, HomePod mini 2, Apple TV 4K, a touchscreen OLED MacBook Pro, a new Home Hub, and a Smart Home Camera. www.iphonelife.com/
• [New] One-quarter of all advertising delivered to US television screens will be tied to live sports and surrounding programming. Index Exchange
• Germany will likely register a substantial share of 35.4% in 2026 in Europe, backed by its well-established broadcasting industry and increasing adoption of addressable television. Persistence Market Research
• Europe will likely see decent growth over the forecast period, with a share of 18.6% globally in 2026, as broadcasters have successfully integrated traditional television with broadcaster-owned streaming platforms and addressable TV advertising. Persistence Market Research
• China will likely lead in Asia Pacific in 2026 with a share of 37.2%, due to its large smart TV user base, advanced digital payment network, and a well-established domestic streaming industry. Persistence Market Research
• Asia Pacific is anticipated to be the fastest-growing region globally in 2026 with a share of 29.7%, as television and streaming audiences continue to expand alongside rising internet access, smart TV adoption, and digital media consumption. Persistence Market Research
• A share of about 71.2% is expected to be held by the U.S. in 2026 in North America, owing to the ongoing expansion of ad-supported streaming services and connected TV advertising. Persistence Market Research
• Multichannel cable TV is predicted to lead with a share of about 46.2% in 2026, as it delivers broad audience coverage, dependable content delivery, and access to premium live programming that streaming platforms still struggle to match consistently. Persistence Market Research
• Connected TV Advertising will account for $37.95 billion in US ad spend in 2026. The Gutenberg
• The proliferation of well-funded, content-rich streaming services from major media companies (e.g., Disney +, Max, Amazon Prime Video, Apple TV +) poses a clear emerging threat. Trefis
• Sky, which is owned by the US telecoms company Comcast, will pay £1.2bn in cash initially for ITV's media and entertainment business, which includes its free-to-air TV channels in the UK and ITVX streaming platform. The Guardian
• Amazon used its yacht at Cannes to launch Fire TV Creator Hub, a new section of the Fire TV interface that surfaces YouTube and TikTok video and podcasts, built around 120-plus creators at launch and a target of 500 by 2027. Forbes
• As mentioned, in 2026, U.S. digital video ad spend is projected to exceed $80 billion and account for more than 60% of total TV/video ad budgets. AI Digital
• Apple's services segment, including TV +, Music, and Arcade, is projected to generate $123.28 billion in annual sales. SQ Magazine
• U.S. CTV ad spend will overtake traditional TV by 2028, reaching $46.89 billion versus $45.10 billion for traditional TV. AI Digital
• Apple has not announced a new Apple TV yet, which is likely due to the new Siri delay, as it will play a fundamental role on tvOS, and also with all the upcoming smart home devices Apple is planning to release. BGR
• Digital video is expected to exceed 60% of total TV and video ad spend in 2026, which strengthens demand for sponsor-branded video assets, OTT placements, social clips, and livestream integrations. / USA Globe Market Research

Last updated: 03 August 2026