Global Scans · Screens · Weekly Summary

• [New] Key Stat: Subscription OTT (sub OTT) streaming services will draw 78.9 million more viewers than total pay TV will in 2026. eMarketer
• [New] (Industry projections) Connected TV ad spending is projected to reach $120.6 billion by 2030, growing at 16.6% CAGR. ngram
• [New] YouTube, Netflix, and Disney's newly unified service will lead, but free ad-supported streaming TV is also coming on strong. eMarketer
• [New] Collectibles, kidults and KPop are the key trends that will shape play in 2026; with social media-driven trends, TV and Movie characters and adults' desire for escapism and psychological wellness all driving demand. Toys n Playthings
• [New] From 2026 onward, connected TV will become increasingly automated, measurable, and outcome-oriented. Starti Blog
• [New] Global connected TV ad spend is projected to surpass USD 45 billion in 2026, driven by growing adoption of advanced targeting, cross-device retargeting, and precise attribution models. Starti Blog
• [New] In 2026, linear TV will shift from broad reach to performance-based primetime, with advertisers paying premiums primarily when content delivers measurable outcomes. Tenetic
• CTV accounts for nearly half (43.8%) of total TV usage and is projected to reach 248 million US viewers by 2027. StackAdapt
• In the US, CTV ad spend is forecast to reach $38 billion in 2026 - around 40% of total TV ad spend. Marketing Procurement iQ
• Connected TV ad spending in the U.S. is projected to reach $37 billion in 2026, reflecting continued double-digit growth and strong advertiser focus. LinkedIn
• By 2028, smart TV users will exceed Roku users by more than 53 million, signaling a device shift. / USA Electro IQ
• Within three years, GenAI will make it possible to produce an entire TV series on a computer, without a human cast or crew, and without filmmaking equipment like cameras, lights, dollies and C-stands, and without a sound stage, or a set, or physical props. The Owner's Guide to the Future
• In 2026, TV advertising will not just be about capturing attention. Samsung Electronics America
• Comcast reported a 14% increase in advertisers running programmatic TV ads in the first half of 2025, while Disney's programmatic sales rose 30% year-over-year as it pushes toward automating 75% of ad sales by 2027. Digiday
• In 2026, commerce will thread itself even more tightly into the platforms consumers already use, whether they are watching TV, scrolling TikTok, or browsing a retailer's site. eMarketer
• There are a few TV markets that have been simmering for a few years now, that will definitely continue into 2026. Yahoo Tech
• 2027: The year eMarketer forecasts that CTV will surpass linear TV in ad spend. Digiday
• Most 2026 campaigns will use CTV as their primary TV channel, supplementing with broadcast only if budgets allow. Adwave
• Eligible applicants are university students enrolled for 2026-27, juniors, seniors, or graduate students, majoring in journalism, television, radio, film, or media studies, with a minimum 3.5 GPA. / USA All Hear

Last updated: 06 April 2026