Global Scans · Screens · Weekly Summary

• [New] 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
• [New] 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
• [New] 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
• [New] 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
• [New] 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
• [New] 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
• [New] 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
• U.S. digital video ad spending reached USD 78 billion in 2025, while digital video is projected to surpass USD 80 billion in 2026 and exceed 60% of total TV and video ad spend for the first time. Globe Market Research
• Smart TVs now make up 72% of the total TV set installed base in 2025, rising to a projected 85% by 2029. PPC Land
• Linear TV's share of global media spend has fallen from 41.3% in 2013 to 12.4% in 2026, and eMarketer projects linear TV ad spend will decline another 11% in 2026 across national and local. Digital Applied
• The average American expects to spend $1,177 on a new TV, so it's likely one of the most expensive electronics in your home. SlashGear

Last updated: 27 July 2026