The date chiseled on the headstone will be May 23, 2023. That was the day streaming died.
, many—Netflix, Disney+, HBO Max—launched ad-supported tiers. That saved a few folks some money and brought in cash for corporations, but it also came at a time when streamers’ ever-changing lineups of shows and movies left many viewers confused about what bang they were getting for their buck. For a long time, it felt like a reckoning was coming. This week, it arrived.
Sarah Henschel, a principal analyst at Omdia who watches the streaming market closely, agrees this is an inflection point. “We’re seeing a lot of these services face maturity, whereas over the past 10 years it’s kind of been the Wild West,” she says. “They’re all starting to face the reality that they have to make money now and can’t just give all of the world’s content away for $5 anymore.
, the landscape has been shifting. As tech companies like Netflix and Amazon hustled to get in on the Hollywood production game, Hollywood itself scrambled to get in on streaming. New players poured millions into developing original movies and shows. Established studios launched their own streaming services—Disney+, Paramount+, Hulu—and in the process reclaimed the content they’d produced for themselves.The name of the game was Get Subscribers. And it worked—for a while.
Suddenly, the bold new world of streaming just felt like the old established world of television, where shows bounced around in syndication and a small handful of players
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