Streaming Wars 2.0: Consolidation, Ads, and AI Dominate the Future of Global Media

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Streaming Wars 2.0: Consolidation, Ads, and AI Dominate the Future of Global Media

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Global streaming is entering a consolidation-heavy, ad-funded, and AI-driven phase, with the past week defined by the Netflix–Warner Bros. Discovery deal, the rise of free ad-supported TV, and intensifying competition from tech and creator platforms.[2][3][5][1]

In the last 48 hours, Warner Bros. Discovery’s board reaffirmed its plan to sell its studio and streaming assets, including HBO and Max, to Netflix in a deal valued between roughly 72 and 82.7 billion dollars, rejecting a rival bid led by Paramount.[2][8] If approved, this would shift Netflix from one of several majors to the clear leader in a “Big Three” oligopoly alongside Disney and Amazon.[2] Analysts note that subscription fatigue is at an all-time high, and the success of this merger will hinge on ad-supported tiers, which now drive the majority of new sign-ups for Netflix and peers.[2]

At CES this week, Samsung’s panel on FAST — free ad-supported television — highlighted how consumer frustration with multiple paid subscriptions is fueling demand for free, channel-like streaming experiences.[5] Executives from Samsung and NBCUniversal described FAST as an extension, not a replacement, of traditional and subscription models, claiming library content on FAST creates incremental value rather than cannibalizing pay services.[5] Creators like Smosh are launching FAST channels to reach broader audiences and support higher production quality.[5]

Consumer behavior continues to favor big screens and simplicity: 61 percent of US internet households now use a smart TV as their primary streaming device, reinforcing the strategic importance of TV-native interfaces and ad products.[7] Media holding companies are responding with new data partnerships; Omnicom is announcing a tie-up that combines Amazon Ads data, Roku viewing signals, and Acxiom audiences to control ad frequency and improve cross-platform measurement in streaming TV.[4]

Compared with earlier “streaming wars” coverage that emphasized app launches and subscriber growth, current reporting underscores correction and convergence: fewer, bigger players, stronger data collaboration, and tighter integration of Hollywood studios, Silicon Valley platforms, and the creator economy.[1][3][2]

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