Media Trends: DirectAvenue’s Top Five Observations in Linear & Connected TV

Stay ahead of the evolving TV landscape with DirectAvenue’s latest media insights. Below are five standout media trends shaping linear and connected TV this week.

February 1, 2026

1. Retailers’ AI Bets Come With Data and Market Share Risks

Retailers are accelerating investments in AI to improve personalization, forecasting, and operations, but Retail Dive warns that weak data infrastructure and over-reliance on third-party platforms could erode long-term competitiveness. Brands that fail to own clean, connected first-party data risk losing differentiation as AI tools become table stakes across commerce.

2. Global Content Spend Set to Hit $255B in 2026

According to MediaPost, global content spending is projected to grow roughly 2% year over year, reaching $255 billion in 2026, as streaming platforms continue to outpace legacy media growth. Despite tighter budgets, investment remains strong in premium originals, live sports, and franchise IP as competition for attention intensifies.

3. CEOs Face a “Virtuous AI” Moment

According to Retail Dive, executives are under growing pressure to move AI beyond experimentation and into enterprise-wide impact, aligning AI adoption with measurable business outcomes rather than novelty use cases. The biggest winners will be companies that pair leadership accountability with disciplined governance, ethical frameworks, and real operational integration.

4. High-End Video Games Are Driving Hollywood Demand

High-budget console games are seeing strong consumer demand, with MediaPost highlighting how gaming IP is increasingly viewed as the next major content pipeline for film and TV adaptations. As audiences fragment, studios are turning to established gaming franchises to de-risk production and tap built-in fandoms.

5. Netflix and Warner Bros. Discovery’s Ad Deal Pays Off

Adweek’s Netflix’s partnership with Warner Bros. Discovery has reportedly helped drive its ad business to $1.5 billion in revenue, underscoring the rapid maturation of ad-supported streaming, per Adweek. The deal highlights how premium content, scale, and improved targeting are making CTV a central pillar of media monetization.

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