According to Ampere Analysis, global content spend will increase 2% annually and reach $255 billion in 2026.
The main driving force behind this growth is streaming platforms. Global streamers, including both subscription-based and ad-supported services, continue to increase their share of overall content spending. Streaming platforms passed a critical threshold in 2025, overtaking commercial broadcasters for the first time.
In 2026, streaming spend is expected to reach $101 billion, accounting for 40% of the global market.
Traditional broadcasters are under increasing pressure. Declining advertising revenues and rising production costs are limiting their ability to invest in content. This decline is more pronounced among US-based companies, which are reallocating budgets from traditional broadcasting to their own streaming platforms. Non-US players are proving more resilient, maintaining steadier investment levels.
The market is undergoing a structural rebalancing. In the global TV landscape, competitive advantage is now increasingly defined by scale and reach.
