Media landscape shifts as linear TV and streaming merge

The boundaries between linear television and streaming services are increasingly blurring as broadcasters and streaming platforms adopt hybrid strategies. An analysis by Screenforce regarding 2026 programming suggests that broadcasters are more intentionally distributing content across both traditional channels and streaming platforms. For example, the program ‘Wolven: het spel van list en bedrog’ will debut simultaneously on NPO 1, NPO Start, and Disney+, marking a first collaboration between NPO and Disney+.

In the Netherlands, RTL is also utilizing a combined approach, such as making new episodes of ‘LUBACH’ available on Videoland at 21:00, hours before the linear broadcast on RTL 4 at 23:00. Meanwhile, international services like Prime Video and HBO Max are integrating local reality and entertainment alongside global franchises.

In Belgium, VTM is implementing a similar strategy to address changing viewer habits, noting that digital viewing in Flanders has risen from 16 percent in 2016 to 43 percent today. VTM is positioning its linear broadcasts and the VTM GO streaming service to complement one another, offering a mix of entertainment blockbusters, documentaries, and live sports like the UEFA Champions League.

Industry experts suggest this convergence is making the distinction between TV channels and streaming services less relevant for advertisers. Furthermore, there are indications of a potential shift toward unbundling, where consumers may move away from expensive all-in-one subscriptions toward paying for individual pieces of content, such as specific matches or series.