Feb 19, 2026
Explore the top film industry trends to watch in 2026, from evolving distribution models to audience economics, technology shifts, and sustainability demands.
David Orman
CO-Founder & CEO
2026 is shaping up to be a year where technology, audience economics, and sustainability requirements stop being side conversations and start dictating real creative and commercial decisions. The biggest shift is that “distribution” is no longer a single endpoint. It is an always-on system shaped by platforms, bundles, festivals, and direct audience relationships.
Below are the key trends worth tracking this year, with what’s driving them and what it changes in practice.
1) AI becomes a production reality, and “AI literacy” becomes employability
Generative tools are moving from experiments to everyday workflow in development, previs, post, and marketing. What’s new in 2026 is the formalisation of training pipelines and job transitions around AI, not just tool adoption. Reuters recently profiled Curious Refuge (AI film school), noting it has trained 10,000+ students globally since launching in 2023, with many already working in entertainment/advertising.
What changes in 2026
More productions adopt AI usage policies and approval steps.
Hiring increasingly values “can you work inside AI-assisted pipelines” alongside craft.
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2) Trust and provenance become part of delivery
As synthetic media grows, the industry is moving toward clearer disclosure and traceability expectations. In Europe, policy work and codes of practice are pushing transparency approaches around AI-generated content and labeling norms.
What changes
More demand for clean chains of custody for masters, subtitles, cuts, and marketing assets.
Festivals, distributors, and partners increasingly treat provenance as operational risk management.
3) Sustainability moves from values to operations and budgets
This is one of the most “real” shifts for 2026. BAFTA Albert's ACCELERATE work frames sustainability as practical production action, calling out high-impact levers like reducing flights, switching vehicles, and eliminating fossil-fuel generators on location, supported by better measurement. Coverage also points to the need for improved sustainability data accuracy and tooling, with new guidance and tools discussed for 2026.
What changes
Sustainability becomes a line-item planning constraint (power, travel, logistics), not a PR add-on.
Better measurement becomes expected, not optional.
4) UK and Europe remain major production engines, with “inward investment” still dominant
UK production continues to scale, supported by inward investment and high-end TV/film. The UK Parliament report notes UK film + high-end TV production spend reached £5.6bn in 2024, with £4.8bn from inward investment.
What changes
The UK stays attractive for premium production, but competition for crews, stages, and incentives stays intense.
More emphasis on efficient pipelines and predictable schedules.
5) The audience wallet is constrained, so bundling and ad-supported models keep gaining share
Across consumer research, the story is simple: people have limited time and limited subscription tolerance. Deloitte’s 2025 Digital Media Trends frames the competitive reality: consumers allocate roughly six hours per day to media/entertainment, and that total isn’t growing, meaning platforms fight for slices of a fixed pie. Separately, consumer research shows bundling increases retention intent, with Hub reporting 42% of respondents were more likely to keep bundled streaming subscriptions.
What changes
Discovery and conversion paths matter more than ever.
A film’s release plan increasingly must assume audiences are navigating bundles, free tiers, and ad-supported viewing.
6) Theatrical continues to recover, but the shape of demand is different
Industry outlooks expect box office to keep rebuilding, but with uneven recovery by region/title type. PwC projects global cinema box office spending rising from $33bn (2024) to $41.5bn (2029), while noting shifts in studio market share and audience preferences. Market trackers have also noted 2025 receipts improving versus 2024 in some measures, signalling continued momentum into 2026.
What changes
Event films and strong theatrical “reasons to go” stay powerful, but mid-tier titles face tougher positioning.
Release strategy has to be more flexible: theatrical + event + digital windows depending on fit.
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7) Festivals and markets become even more important as “signal engines”
With content volume high and buyers selective, festivals and markets matter as filters. Coverage around Berlinale and European Film Market - Berlinale (EFM) highlights how industry attention clusters around certain packages and themes, functioning as a barometer for what sells and what travels.
What changes
Stronger emphasis on clear packaging (audience promise, comparable titles, rights clarity).
More value in assets that reduce friction for buyers: clean cuts, subtitles, deliverables, clear windows.
8) The industry’s economic footprint remains huge, and policy attention stays high
The Motion Picture Association’s recent economic analysis (Feb 2026) highlights the US motion picture/TV industry supporting 2.01 million jobs, $202bn in wages, and 162,000+ businesses. These numbers matter because they shape policy, incentives, and regulatory attention around AI, labor, and sustainability.
9) Operational friction is the new enemy: version chaos, rights windows, and delivery complexity
Across the board, the winners in 2026 are the teams that reduce friction: fewer broken links, clearer rights control, faster partner sharing, and cleaner reporting. This isn’t glamorous, but it’s where margins and momentum get protected.
What changes
More investment in systems that centralise assets and reduce version confusion.
Rights and window management become day-to-day operational discipline.
10) Direct-to-fan and transactional windows keep resurfacing for indies
As financing pressure remains and platform economics tighten, direct audience relationships become a practical hedge. You see this in the resurgence of event-ised releases, rentals, limited windows, and community-driven launches as part of a wider mix of monetisation.
What changes
More releases are designed like campaigns: community building first, monetisation second, scaling third.
Data ownership and audience capture become strategic assets, not marketing nice-to-haves.
Infrastructure that allows creators and rights holders to upload once, control territories, manage release windows, monetise through buy, rent, or subscription models, and track every view and payment in real time becomes increasingly important. Platforms like Hiway are built around this model, reducing friction between sharing, selling, and scaling content across markets.
What This Means for 2026
Across all ten trends, one theme stands out: control and efficiency are becoming more important than scale alone.
Filmmaking is no longer just about production. It is about how films travel, how they monetise, and how they remain visible after the premiere moment passes.
For independent filmmakers, festivals, and rights holders, having systems that reduce operational friction, centralise assets, enable flexible monetisation, and preserve audience ownership will define competitive advantage in 2026.
Hiway was built around that shift. It is a content distribution platform designed to support structured releases, direct-to-fan monetisation, territory control, secure partner sharing, and transparent analytics, all in one system.
The future of film is not just creative.
It is structural.
And in 2026, structure wins.
About the Author
David Orman
CO-Founder & CEO
With a career that has taken me through venture capital, media, sport and digital content, I’ve picked up more stories than I can count, and too many I can't tell....