Growing audiences and revenues in a hyper-competitive market is an existential question for content providers in 2026 and beyond—yet the two are not as mutually exclusive as some M&E commentators would have you believe. Video service providers should instead be thinking about growing revenues without growing audiences. It sounds counterintuitive, but this was an observed undercurrent from the likes of Tubi, Viaplay, and Wurl at Connected TV World Summit 2026. Both Viaplay—the Nordic media group—and Wurl—an ad monetization and scheduling specialist—are doubling down on localization as a retention play. Meanwhile, Tubi—the Fox-owned streaming platform—is leaning into fandoms to capture attention, a strategy now echoed by Comcast-owned Peacock (see separate story this week for Peacock update). Viaplay’s pivot is particularly telling.…