Digital third spaces, XR sports and smarter operations — What’s next for streaming? (CES 2026 reflections)

Mrugesh Desai, VP of North America at Accedo looks back at CES 2026 and unpacks the trends he observed at the event that are about to shape the next phase of streaming.From the rise of digital third spaces and co-viewing experiences to increased investment in immersive XR sports, they examine how platforms are rethinking engagement, discovery, and audience expansion. The conversation also covers micro dramas entering Western markets, the ongoing impact of device fragmentation, and the strategic trade-offs between consolidation and standalone brands.On the operational side, they dive into efficiency, AI-assisted development, personalization through agentic AI, and the broader implications of synthetic content and regulation. While sparked by observations from CES 2026, the discussion focuses on the long-term shifts redefining OTT strategy in 2026 and beyond.00:32 General CES 2026 Takeaways02:41 XR and Immersive Media Use Cases03:54 Device Fragmentation in OTT05:14 New Entrants & Micro Dramas07:20 Digital Third Spaces & Social Discovery10:09 M&A Strategy: Consolidation vs Separate Brands14:16 Sports Investment & Audience Expansion15:20 OTT Operational Efficiency16:52 Practical AI Applications & Regulation