technology & media•Sat, September 5, 2026•4 min read

The Future of TV: 10 Media Executives Reveal Their 2029 Predictions

As the television landscape faces unprecedented consolidation and shifts in viewer behavior, top media executives are looking ahead to 2029. From the dominance of FAST services to the evolution of sports viewership, industry insiders share their vision for the next three years of entertainment.

A Industry in Flux

The television industry in 2026 is defined by rapid change. With a flurry of mergers, spin-offs, and strategic partnerships, traditional broadcast and cable entities are scrambling to adapt to a reality where fewer people are watching TV through conventional means. As we move into the second half of the decade, the pressure to solve the streaming puzzle has never been higher.

To understand where we are headed, CNBC recently surveyed 10 top media executives to forecast what the landscape will look like by 2029. Their insights suggest that while some past predictions—like the mass adoption of metaverse TV—failed to materialize, the intersection of tech and content is only set to deepen.

The Rise of Free Ad-Supported Streaming (FAST)

One of the most consistent themes in recent industry reports is the surging importance of free, ad-supported streaming television (FAST). Platforms like Tubi, Pluto TV, and The Roku Channel are no longer just niche players; they are primary destinations for viewers.

Increased adoption of free ad-supported streaming platforms.
A clear convergence between Silicon Valley tech platforms and traditional Hollywood studios.
Better, more accurate measurement systems that account for out-of-home and streaming viewership.
Continued scrutiny of major technology companies, influenced by upcoming election cycles.

Is the Sports Bubble Real?

Despite concerns regarding a potential 'bubble' in sports viewership ratings, industry leaders remain bullish. When asked if the market for live sports viewership has hit a ceiling, executives like Jimmy Pitaro have responded with a definitive 'no.' Improved measurement metrics have shown that interest remains robust, consistently trending upward whenever the industry anticipates a downturn.

The convergence between Silicon Valley and Hollywood has already occurred, pointing to tech platforms capturing the largest share of television viewing time.
— Anjali Sud, CEO of Tubi

Key Takeaways

Media consolidation remains a dominant strategy as networks fight for viewer attention.
FAST services are seeing massive growth in usage and adoption across the U.S.
Sports viewership continues to defy bearish predictions through improved data tracking.
Tech companies have officially integrated into the core of the entertainment ecosystem.
Political landscapes in 2026 and 2028 are expected to heavily influence future tech regulation.

FAQ

What is the biggest change in the TV industry in 2026?

The industry is currently undergoing a massive period of consolidation, with cable, broadcast, and streaming companies restructuring to capture audiences who have moved away from traditional TV viewing.

Are FAST services growing?

Yes. Platforms like Tubi, Pluto TV, and The Roku Channel have seen a tremendous increase in adoption and usage, becoming essential parts of the media landscape.

What happened to the prediction that we would watch TV in the metaverse?

While many predictions about the future of TV have been accurate, the prediction that consumers would widely adopt watching television within the metaverse has largely missed the mark.

Is the sports viewership bubble bursting?

Industry experts say no. Despite speculation of a bubble, viewership metrics—which now include more accurate streaming and out-of-home tracking—continue to show upward growth.