Over the past two decades, the once clearly defined boundaries between platform categories have blurred as the industry evolved from traditional terrestrial broadcasters and digital satellite pay TV to subscription streaming (SVOD), advertising-supported streaming (AVOD), FAST television, digital-first publishers and creator-led video businesses.

Established players continue to reinvent themselves. Broadcasters now operate streaming services, subscription streamers have expanded beyond subscription-only models, television manufacturers have become media platforms, while technology and retail companies have become significant players in the video ecosystem.

Rather than replacing one another, these platform models increasingly overlap, creating a more fragmented, interconnected ecosystem where categories continue to converge.

The following overview explores the major consumer-facing platform models shaping the global video landscape in 2026.

Traditional Broadcasters

Traditional broadcasters such as SABC, BBC and NBC laid the foundations of modern television, delivering scheduled programming funded primarily through advertising and, in some markets, public funding.

While audiences continue shifting towards on-demand viewing, broadcasters remain highly relevant through live sport, breaking news, national events and local programming. Many now also operate streaming services, further blurring the line between broadcast and streaming.

Access: Over-the-air antennas, digital decoders (free / pay-TV), and broadcaster apps.

Primary revenue model: Advertising, public funding or a hybrid.

Pay Television

Introduced in the late 1980s and early 1990s, pay television expanded consumer choice by bundling hundreds of professionally curated channels into a single service. Platforms such as DStv, Sky, DirecTV and Canal+ continue to differentiate themselves through premium sport, exclusive entertainment and investment in local original content.

While subscriber growth has slowed globally, many operators now partner with streaming services and telecom providers to offer bundled entertainment through a single subscription.

Access: Set-top boxes (decoders), cable and IPTV networks.

Primary revenue model: Subscriptions, supplemented by advertising.

Subscription Based Streaming (SVOD)

Subscription Video on Demand (SVOD) transformed viewing by replacing fixed schedules with on-demand libraries, giving audiences control over what and when they watch it. Services such as Netflix, Disney+, Amazon Prime Video and Apple TV+ invest heavily in original productions while responding to demand for greater flexibility and fewer advertising interruptions.

Many now offer advertising-supported tiers and participate in bundled subscription packages as business models converge.

Access: Internet-connected smart TVs, streaming devices, smartphones, tablets and computers.

Primary revenue model: Subscriptions, increasingly complemented by advertising-supported plans.

Advertising Based Streaming (AVOD)

Advertising Video on Demand (AVOD) provides professionally produced, on-demand video free in exchange for advertising. Platforms such as Tubi and The Roku Channel have grown rapidly as consumers become more selective about paid subscriptions.

In South Africa, services such as SABC+ and eVOD are increasingly incorporating advertising-supported streaming, while Viu illustrates hybrid freemium models combining free, ad-supported viewing with premium subscription options.

Access: Internet-connected smart TVs, streaming devices, smartphones, tablets and computers.

Primary revenue model: Advertising.

FAST TV

FAST (Free Ad-Supported Streaming Television) combines the familiarity of scheduled television with internet delivery as television manufacturers have evolved into media platforms.

Device-native services such as Samsung TV Plus and LG Channels provide the technology and advertising infrastructure, while independent channel operators such as Nolly Africa and FilmRise curate the programming.

App-based services such as Pluto TV aggregate FAST channel line-ups, many backed by major media companies.

Access: Connected smart TVs with built-in FAST services or dedicated streaming apps.

Primary revenue model: Advertising.

Digital-First Media Publishers

Unlike traditional media organisations that later expanded online, digital-first publishers such as BuzzFeed, LADbible Group, Pulse Africa and Brut were built specifically for internet audiences. Increasingly producing video alongside written journalism, they reflect the convergence of publishing and video-first storytelling.

Access: Mobile apps, own websites and social media platforms.

Primary revenue model: Advertising, sponsorships, subscriptions and branded content.

Against a backdrop of expanding viewing options, tighter budgets and subscription fatigue, competitive advantage is shifting beyond content alone. Increasingly, major players are building broader ecosystems that combine video, technology, connected devices and commerce into seamless, higher-value consumer experiences.

Amazon exemplifies this strategy by connecting content production, streaming, connected TV platforms and Prime membership within a single ecosystem, where one customer account provides access to multiple services beyond video.

Others, including Canal+, Apple and Samsung, are similarly expanding beyond their traditional roles across content ownership, operating systems, discovery and customer relationships. Meanwhile, Netflix continues broadening its footprint through original content, live programming, gaming and telecom or pay-TV bundles.

Ironically as industry consolidation accelerates through acquisitions, partnerships and vertical integration, today's fragmented landscape may become easier to navigate as a few global players extend their ownership across the value chain, positioning themselves as the primary gateways through which audiences discover, access and experience video content.

*Image courtesy of contributor