Trends In Content Streaming: What To Look Out For In 2026

Across Kenya and the wider East African region, streaming has firmly established itself as a preferred way to access entertainment. With increasing smartphone penetration, improving internet connectivity, and more flexible data options, streaming offers immediate, accessible, and affordable content discovery.

As a result, the platform is set to further cement its popularity in 2026. Here’s what the year ahead looks like for streaming audiences across the region.

Content Value

As more streaming platforms enter the market, audiences are becoming increasingly selective about where they spend their money. Many users are familiar with the experience of subscribing to a new service, only to exhaust the most appealing content within a short period of time. In 2026, platforms that fail to demonstrate depth and consistency in their content libraries risk losing audience loyalty.

For streaming to remain relevant and resilient, content offerings must be both broad and regularly refreshed. This includes a strong mix of live and linear programming alongside classic, on-demand movies and series. East African audiences are quick to recognise value, and in an increasingly competitive streaming landscape, users will naturally gravitate towards platforms that offer diverse programming across sports, movies, series, documentaries, and reality shows.

Homegrown And Hyperlocal

There is a growing appetite among East African audiences for content that reflects local culture, language, and lived experiences. Viewers are increasingly drawn to stories that feel familiar and authentic, while still meeting global production standards.

Across the continent, this trend is already evident. In Nigeria, streaming hits such as the telenovela Omera and drama series Glass House and Italo continue to perform strongly, alongside established favourites like The Real Housewives of Lagos, Nigerian Idol, and Big Brother Naija.

Closer home, East Africa’s local telenovela, Lazizi, are expected to draw even more audiences to the DStv Stream and Showmax audiences in 2026.

Together, these examples underscore a clear shift towards content that resonates locally while appealing to regional audiences.

Personalised Experiences

As streaming matures across the region, audiences are also expecting more personalised viewing experiences. In 2026, artificial intelligence will continue to power content recommendations, targeted advertising, and user-specific algorithms that better reflect individual preferences.

This will enable viewers to discover relevant content more easily, while opening up opportunities for interactive formats, dynamic advertising, and e-commerce integrations built around user behaviour.

More tailored viewing experiences will enhance user satisfaction as well as improve monetisation outcomes for platforms. At the same time, AI-powered service bots across customer engagement channels will help streamline customer support and improve response times.

Sport for the Win!

Sport remains one of the strongest drivers of streaming adoption in Kenya and across East Africa, with football in particular commanding massive, highly engaged audiences. Following the excitement of the AFCON tournament this January, attention is already turning to the next major global event on the football calendar, the 2026 FIFA World Cup.

Scheduled to take place across the USA, Canada, and Mexico from 11 June to 19 July, the tournament is expected to dominate viewing habits across the region. Live football streaming will be the main attraction during this period, kicking off soon after the English Premier League and other domestic leagues conclude around May. Given the premium nature of sports content, fans will continue to seek high-quality, reliable viewing from official platforms such as SuperSport, which hold full broadcast rights to top-tier global events.

Streaming Security

With the growing popularity of streaming, particularly live sports, content piracy remains a persistent challenge. Sports content continues to attract illicit streaming networks seeking to capitalise on high demand.

In response, cybersecurity providers such as Irdeto have continued to strengthen their anti-piracy capabilities. Technologies such as high-frequency key cycling enable real-time tracking, rapid takedowns, and the redirection of viewers to legitimate streams. These measures informed multiple piracy raids and prosecutions across Africa last year, with enforcement efforts expected to intensify further in 2026.

Product Innovation

Streaming platforms are also innovating to ensure legitimate content remains accessible to a broad range of users across different income segments. Pricing flexibility, platform bundling, and technology-driven enhancements are now central to platform growth strategies.

Bundled offerings that bring together platforms such as DStv, GOtv, and Showmax are becoming increasingly common, allowing users to access multiple services through a single subscription. Premium customers benefit from multiple concurrent streams across devices, while more budget-conscious viewers can access affordable options at the equivalent of just a few dollars per month. Simple online sign-ups and near-instant activation continue to lower barriers to entry.

User Education

A more informed generation of streaming users is emerging across East Africa, one that understands the risks and long-term impact of streaming piracy. These viewers are increasingly making intentional choices to support legitimate platforms, local creators, and the broader content ecosystem.

Practising conscious viewing involves being able to identify illicit streams. Common warning signs include free streaming services not available on legitimate app stores, requests to use a VPN, excessive pop-ups and intrusive advertising and copyright infringement disclaimers

Looking Ahead

By 2026, streaming is expected to fully come into its own as the content platform of choice for millions of viewers across Kenya and the wider East African region. Affordable, accessible, and secure streaming continues to enrich everyday life by delivering high-quality entertainment on demand while supporting local storytelling and the growth of the regional creative economy.

The writer is the Head of DStv Business & Digital Products Manager at MultiChoice Kenya.