📺 In 2026, TV Will Become a Cross-Screen Ecosystem
By 2025, television has fully transformed into a flexible media environment. Industry representatives highlight the key trends that will shape TV over the coming year.
Main directions of development:
🔮 Brands are becoming co-creators of shows, while neural networks are speeding up production — from generating graphics to automatically creating viral clips for social media.
🔮 TV is competing for time spent not only with streaming services but also with marketplaces. The response is content distribution through the chain theatrical release → platforms → broadcast.
🔮 Virtual brand integration (AdShot) and Connected TV are in the spotlight, enabling highly targeted advertising on TV devices.
🔮 Series, news, and reality shows still account for 80% of viewing, but the format is changing: long-form programs are being “cut” into vertical videos for Gen Z audiences.
The main driver of 2026 will be synergy: TV channels and platforms are joining forces to create family-oriented content, while trust in on-screen personalities is becoming more important than sheer advertising reach.
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