Markets

 The international television industry is entering a new phase of maturity, marked by declining programme launches, growing competition from video-sharing platforms and the increasing influence of digital creators. These were the key findings presented by Glance during its MIPCOM conference, Unlocking Audience & Content Dynamics, held on Monday, 12 October.

Drawing on data from 48 territories, Frédéric Vaulpré and Candice Alessandra outlined the major shifts in viewing habits, commissioning strategies and international content trends.

One of the most striking findings was the decline in new content. During the first nine months of 2026, linear television launched 12% fewer new series compared with 2025. Streaming platforms showed similar signs of contraction, with Netflix down 12%, Disney+ down 41% and Apple TV down 45%, while Prime Video remained stable.

However, platform catalogues are expanding through partnerships with traditional broadcasters. In France, Netflix increased its available content hours by 61% thanks to TF1+, while Prime Video recorded 49% growth through france.tv.
This illustrates a broader shift towards hybrid distribution, as broadcasters increasingly use global streaming services to extend the reach of their programming.

Glance's figures suggest that subscription streaming is approaching maturity, while video-sharing platforms continue to expand.
In the United States, streaming reached 48.5% of total video consumption in June 2026. YouTube has become a particularly powerful competitor, accounting for 14.2% of total viewing.

The trend is also visible in Europe. Between 2023 and 2025, video-sharing platforms increased their share of total video consumption from 19% to 24% in France and from 20% to 22% in the UK.

Meanwhile, traditional television remains under pressure, although Italy continues to record comparatively high linear viewing, at approximately three hours and 32 minutes per person daily.

Advertising is also shifting. In France, advertising revenues generated by SVOD platforms rose from approximately €23 million in 2023 to €200 million in 2025. Netflix's advertising-supported tier has reached 15.3 million subscribers in the UK, while 55% of new Netflix subscriptions in France now select the ad-supported option.

Another significant trend is the increasing importance of returning series. In Spain, returning seasons represented 58% of Netflix's top-ten viewing in 2026, compared with 35% in 2023, confirming the growing importance of established IP.

Scripted: Environmental Dramas, Everyday Heroes and Culinary Crime
In the international scripted market, the United States and United Kingdom remain the leading exporters, followed by Türkiye and France. Together, these four territories account for 60% of scripted series exports.

Glance identified three major creative trends.
Environmental concerns are increasingly driving scripted storytelling, with titles such as Anna Pigeon, The Rapture, After Us and Azul exploring ecological issues through crime, thriller and drama.

Another trend focuses on ordinary people challenging powerful institutions. Examples include the Danish drama Rivals, South Korea's Undercover Miss Hong and Italy's La Preside (The Principal), which Glance identified as the country's leading scripted series during the 2025–2026 season.
Finally, food is becoming an increasingly popular setting for crime and drama, with productions such as My Chef in Crime, Japan's Maison Prison and the British series A Taste for Murder combining culinary themes with mystery and investigation.

Unscripted: Courtrooms, Military Challenges and Creator-Led Formats
In unscripted entertainment, the UK leads international format exports, followed by the US and the Netherlands. Together, they account for 58% of exports.

While established franchises including The Traitors and The Assembly continue to travel internationally, Glance identified three emerging trends.

Courtroom entertainment is gaining momentum, with formats such as Who's Guilty?, The Defendant and We, the Jury combining legal scenarios with social experiments, comedy and audience participation.

Military-inspired entertainment is another growing genre, reflecting international geopolitical tensions. Highlights included World's Strongest Soldier, Apocalypse, TERRAIN: Battle of the Flags and Sky's The Wargame, which achieved 2.8 times the channel's average market share.

Perhaps the most significant development is the increasing crossover between traditional television and digital creators. Netflix's The Rest Is Football, Prime Video's Sidemen Presents: Side-Menu and Peacock's vertical reality series Campus Confidential: Miami illustrate how podcasts, YouTube personalities and mobile-first formats are entering mainstream entertainment.

Glance's findings point to an increasingly cautious content market, where fewer original programmes are being commissioned and established franchises are gaining importance.
At the same time, the continued expansion of YouTube and creator-led entertainment is challenging traditional development and distribution models.