Ones to watch at CES 2026: Futuresource preview for content and entertainment

As CES 2026 approaches fast, the content and entertainment industry is looking towards a future where streaming growth is slowing, advertising models are evolving, and partnerships are reshaping how services compete and connect with consumers.

In Futuresource Consulting’s latest Future Sessions episode, David Watkins, Principal Analyst, sits down with Joanna Wright, Senior Market Analyst, to anticipate the themes set to dominate conversations at CES in Las Vegas this January. And you can watch the discussion right now.

AI beyond the hype

The video session explores how AI is moving beyond the headline hype, to achieve practical applications across the content ecosystem. From hyper-personalised recommendations to on-device processing, Futuresource analysts expect CES to showcase how intelligence is being embedded directly into streaming devices and platforms.

Ad-led streaming on the rise

Advertising is another major focus. With more than half of global households now using at least one ad-supported streaming service, the discussion highlights how ad-funded models are becoming central rather than supplementary. The analysts also examine how AI-driven targeting and the rise of FAST and AVoD services are changing the economics of content distribution, and why CES 2026 could mark a step-change in how advertising, commerce and content intersect.

Commerce and content in context

One area to watch closely is shoppable TV. Long discussed, the concept is now gaining new momentum as retailers build their own connected TV ecosystems and media platforms. Could this year’s CES deliver meaningful progress in reducing friction between viewing and buying, and what might that mean for broadcasters, streamers and brands alike?

Partnership power and the future in focus

Beyond the show floor, the video session also looks ahead to the structural challenges facing the industry in 2026. As subscription fatigue sets in and growth moderates, attention is shifting from acquisition to retention. The discussion explores how bundling, aggregation and deeper partnerships are emerging as growth strategies, helping services become stickier and more valuable to consumers.

From innovative subscription models that allow users to move flexibly between multiple services, to the growing role of live sports, gaming and interactive formats, the session paints a picture of an industry moving beyond pure content libraries towards richer, experience-led propositions.

Watch the Futuresource Future Sessions CES preview video right now, and get the essential context for anyone looking to understand where the content and entertainment industry is heading in 2026 and beyond.

About Futuresource

Futuresource Consulting provides the insights that power the world’s leading technology and media companies. For more than 30 years we’ve been combining rigorous data, sector expertise and a forward-looking view of market change, to help organisations understand what’s happening, why it’s happening and what’s likely to come next. Our syndicated research, consulting services and industry partnerships span consumer electronics, entertainment, Pro AV, education and emerging technologies.

More information is available at www.futuresource-consulting.com .

Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com