Consolidation and Competition: 2026's Key Shifts in Sports, Cable, and Broadcast Media

The first "MediaTalk" episode from 2026 explores the shifting media landscape expected in the coming year, focusing on the sports, cable and broadcast sectors. Major sports leagues — including the NBA, MLB, and UFC — are reshaping their media rights strategies, with deals that increasingly prioritize streaming platforms alongside traditional broadcasters. These moves aim to broaden audience reach but also introduce new cost considerations for fans, such as higher monthly fees to access comprehensive coverage. The cable business remains profitable, but subscriber erosion continues. The launch of direct-to-consumer offerings from ESPN and Fox, plus genre-specific streaming bundles from YouTube TV, reflect a response to changing viewer habits and the decline of the traditional pay-TV bundle. Consolidation is a key theme, with ongoing mergers and acquisitions in both the US and Europe, as companies seek scale and operational efficiencies to compete with global streaming giants. Looking ahead, marquee events like the FIFA World Cup and Winter Olympics are expected to drive temporary spikes in viewership and ad spending in 2026. However, the long-term outlook for cable and broadcast networks is uncertain, as industry players navigate evolving consumer preferences, regulatory challenges, and the continued rise of digital platforms. More S&P Global content: The Business of Sports  Moneyball: The impact of sports media rights on the US video market Featured experts: Justin Nielson, head of Kagan Research at S&P Global Market Intelligence. Scott Robson, principal analyst at S&P Global Market Intelligence Kagan. Michael Johnson, research analyst at S&P Global Market Intelligence Kagan. JP O'Sullivan, research analyst at S&P Global Market Intelligence Kagan. Credits: Host/Author: Mike Reynolds Producer/Editor: Sarah James www.spglobal.com www.spglobal.com/market-intelligence