How Viewing Habits Are Reshaping ISP and Telco Networks in 2026
Video remains the primary driver of data traffic, but in 2026 the way people consume it is changing fundamentally. Vertical and mobile-first formats, short-form series, FAST channels and interactive experiences are leading to more frequent, shorter streaming sessions and higher demands on network stability and responsiveness. For ISP and Telco operators, the challenge is no longer just capacity, but adapting infrastructure to new viewing behaviours where the boundaries between VOD, OTT and traditional TV continue to blur.
Vertical video and mobile-first series as a new type of data load
One of the less obvious, yet strategically important trends for ISP and Telco operators in 2026 is the rise of vertical video content and short, mobile-first series formats. This is no longer limited to social media platforms, but includes the emergence of standalone VOD platforms and applications distributing episodic content just a few minutes long, often consumed frequently throughout the day. From a network perspective, this means a higher number of short but very frequent streaming sessions, fast playback start-up, and stability in mobile networks. For operators, this opens up opportunities for new data bundles, zero-rating selected video content, cooperation with content providers, and better monetisation of 5G networks, which are a natural foundation for this “always-on” viewing behaviour. Vertical VOD is therefore not just a media trend, but a tangible shift in user behaviour that directly impacts network design and economics.
Converting content into a vertical format is usually not a simple crop of the original image. It involves scene reframing, targeted editing, and often AI-assisted dynamic cropping that tracks faces and key action within the frame. Dialogue scenes are adapted into alternating close-ups of individual characters, while action sequences are simplified or shortened. The result is multiple versions of the same content, which places higher demands on storage, CDN capacity, and adaptive streaming, ultimately increasing platform costs.
Multicamera experience: control over perspective and a new form of interactivity
The multicamera experience is gaining traction as a response to viewers’ growing desire for greater control over how they consume content. Instead of a fixed director’s cut, users can choose their preferred camera angle and watch from the perspective that makes the most sense to them at any given moment. This approach is most commonly applied to sports, concerts, and live events, where platforms can offer a main feed, close-ups, player-focused cameras, backstage views, or data-driven perspectives.
From a technology standpoint, this is a sensitive topic for both networks and platforms, as seamless switching between streams requires sufficient capacity, low latency, and stable delivery. For operators, it represents an opportunity to differentiate from traditional linear broadcasting and extend viewing time. At the same time, it opens up new monetisation options through premium camera angles, interactive layers, statistics, or related features that enhance overall service value.
FAST channels: a bridge between VOD and IPTV for lean-back audiences
FAST channels (free, ad-supported linear channels) are bringing the comfort of traditional television back into the OTT environment. For part of the audience, their appeal lies in the absence of choice and decision-making: users can simply “turn something on” and watch. At a time when viewers are fatigued by constant content selection, linear streams offer a simple, habit-forming format that complements on-demand viewing.
For platforms and operators, FAST channels act as a practical bridge between VOD and IPTV experiences. They expand content offerings without costly acquisitions, increase time spent in applications, and enable monetisation of content libraries through advertising. For ISP and Telco providers, FAST also creates opportunities for new partnerships and bundled offerings, combining traditional TV viewing behaviour with online distribution.
Hyper-personalisation: less searching, more watching
Hyper-personalisation takes personalisation beyond basic segment-based recommendations and moves towards true individualisation for each user. Using AI and machine learning, viewer behaviour is analysed in real time, and content offerings, section ordering, and catalogue presentation are dynamically adjusted. The goal is to reduce friction during content selection and eliminate choice overload, which remains one of the most common causes of user dissatisfaction.
From a business perspective, hyper-personalisation is a powerful retention tool. When users find relevant content faster, the likelihood of regular usage increases and churn risk decreases. For operators and aggregators, it is important to recognise that expectations in this area are shaped by global platforms, and users naturally compare experiences across all services they use.
