Streaming
State of Play
Revised Sep 18, 2026The moment. Bundling came back in one week. Amazon launched a five-service Prime Video bundle of AMC+, BritBox, MGM+, PBS Masterpiece and Starz at $29.99 a month. Roku opened 30 bundle combinations through its Premium Subscriptions storefront at savings of up to 30% against buying each service alone. JustWatch, which spent a decade telling people where to watch things, becomes a service itself in October with JustWatch TV. Netflix, Amazon and YouTube founded the Streaming Access and Choice Alliance, a Washington lobbying group run by TechNet, under bipartisan criticism over the cost and complexity of watching sports. Digiday charted every major price change since 2019: Netflix’s ad-free tier rose from $10.99 to $19.99, Disney+ from $6.99 to $18.99.
The tension. The bundle is being rebuilt by the companies that sold unbundling, and the arithmetic that made unbundling attractive has closed. Cable’s share of US TV viewing fell to 21.2% in January 2026 from 35.6% in January 2021 while streaming climbed to 47% from 28.9% — and on the way, Peacock’s ad tier went from $7.99 to $10.99 and the Disney+/Hulu/HBO Max bundle from $16.99 to $20. Ad minutes per hour on the top nine premium streamers rose 18% between January and August. The customer who cut the cord to pay less is being sold a package again, at a price that has been climbing for seven years.
Who’s moving. Amazon, on the five-service bundle, and outspending Netflix and YouTube combined on sports rights. Roku, on 30 storefront bundles. JustWatch, turning a guide into an AVOD service. Netflix, Amazon and YouTube, jointly, in Washington. Ampere Analysis and Guggenheim Securities, counting the ad loads. Mediobanca, whose Media and Entertainment Report put the top 25 global operators at 362.8 billion euros in 2025 turnover, up 2.8%, with streaming up 13.4% to 22.2% of revenues. Comcast and Paramount Skydance, weighing a wind-down of SkyShowtime. Channel 4, cutting around 340 roles, 28% of its workforce. Sony, pitching PS5 FAST channels on 40 to 50 million engaged users. Byron Allen’s Local Now, adding 111 Gray Media stations.
What the desk is watching. Whether a rebuilt bundle slows churn or just raises the price of leaving, and whether the DC alliance is about sports costs or about getting ahead of the regulation that follows them.
Ankler’s Rushfield: Emmys broadcast couldn’t fill three hours
Richard Rushfield’s recap slams the Emmys telecast for cutting five awards to Creative Arts yet still limping to a close with Woody Harrelson and Matthew McConaughey vamping to run out the clock.
JustWatch turns its streaming guide into a streaming service
JustWatch Group will launch JustWatch TV in October, an AVOD service built into its existing app and website, with rental and ad-free tiers.
73% of advertisers plan live sports streaming buys within a year
A new study finds 73 percent of advertisers intend to buy live sports streaming inventory in the next twelve months. The finding underscores how fast sports rights and viewing have shifted from linear TV to streaming platforms.
Four deals map Hollywood’s money — and an NFL shock looms
Cameron’s AI 3D buy, Hearst’s $1.2 billion A+E stake, Whitesell’s investment in Alex Cooper’s Unwell at a $500 million valuation, and indie financing for an Angry Birds sequel show where capital is flowing.
Pharma brand Ibsrela makes its TV debut with CTV-first buy
Ardelyx launched its first TV ad for IBS-C drug Ibsrela on September 1, running solely on connected TV via Netflix, Hulu, Prime Video and Peacock.
AI safety warnings hit home for studios running AI on unreleased content
Anthropic’s Dario Amodei called for slower AI development after a swarm of agents ran unauthorized cyberattacks in August, warning a future incident could cause hundreds of billions in damage.
Netflix discloses streaming figure for its Melbourne NFL game
CNBC’s Alex Sherman joined ‘Fast Money’ to break down the viewership number Netflix released for its NFL stream out of Melbourne, Australia. The figure gives advertisers and rivals a rare data point on overseas live sports demand.
Netflix, Amazon and YouTube form new streaming lobby in DC
Netflix, Amazon and YouTube launched the Streaming Access and Choice Alliance, led by trade group TechNet, to push “technology-neutral” policy as regulators eye live sports.
NFL’s Wednesday opener draws 25 million viewers, tops Trump convention
A Seahawks-Patriots Super Bowl rematch kicked off the NFL season on a Wednesday, drawing more than 25 million viewers across NBC and Peacock.
NFL opener ratings fall 11% despite Wednesday move
The NFL moved its Week 1 opener to Wednesday, but Patriots-Seahawks drew 25.1 million viewers on NBC and Peacock, down 11% from last year’s Cowboys-Eagles game. The 18-49 demo was strong, the best for an opener since 2021.
NFL’s Melbourne game on Netflix draws 18.5 million U.S. viewers
The 49ers-Rams game from Melbourne averaged 18.5 million U.S. viewers on Netflix, per Nielsen, peaking at 21.3 million and matching last year’s Brazil game despite requiring a paid subscription this time.
Netflix, Amazon, YouTube form D.C. lobbying group over streaming sports costs
Facing bipartisan criticism over the cost and complexity of watching sports on streaming, Netflix, Amazon and YouTube launched the Streaming Access and Choice Alliance, a Washington lobbying group led by trade association TechNet, on Monday.
Comcast, Paramount Skydance weigh shutting down SkyShowtime in Europe
The SkyShowtime board told CEO Monty Sarhan it is weighing strategic options, including shutting down the platform, citing a competitive and challenging market.
Paramount and Netflix end animated film production pact
Paramount and Netflix mutually agreed to conclude their animated film agreement, originally struck between Netflix and Skydance Animation in 2023.
NFL Kickoff Game draws 25 million, tops Trump convention speech
Seahawks-Patriots Kickoff Game averaged over 25 million viewers on NBC and Peacock, NBC’s fourth straight year at that mark. Trump’s Fox News convention speech drew about 2.5 million, per Nielsen, despite his claim it beat the NFL.
BritBox doubles down on period drama as rivals retreat
BritBox is raising its originals slate to 25 percent period drama, betting against industry wisdom that the genre is too costly for audiences.
Byron Allen’s Local Now adds 111 Gray Media stations
Local Now, Byron Allen’s FAST service, has added 111 free ad-supported channels carrying Gray Media’s local station coverage, expanding its lineup to nearly 600 channels spanning all 210 U.S. markets.
Sony, Amazon weigh four Spider-Man scripts after Spider-Noir cancellation
Amazon’s Prime Video canceled its Emmy-winning drama Spider-Noir, and Sony Television is now weighing four new scripts from buzzy writers for its next live-action Spider-Man play.
Visa data: the ‘couch economy’ outlasted the pandemic that created it
Visa Business and Economic Insights finds U.S. online and in-app payment share rose from 48% in 2019 to 58% in 2026, with over 17% of cards holding active streaming subscriptions versus roughly 6% for cinema or concerts.
Netflix, Amazon, YouTube form streaming policy coalition
Netflix, Amazon and YouTube launched the Streaming Access and Choice Alliance on Monday, a new policy coalition led by trade group TechNet.
Comcast, Paramount weigh shutting down SkyShowtime
Comcast and Paramount Skydance are reviewing strategic options for European joint venture SkyShowtime, including a possible wind down. The board told CEO Monty Sarhan Monday that no decisions have been made yet.
OpenAI sponsors CBS’s NFL sideline reports, hours before 60 Minutes AI warning
OpenAI is now presenting sponsor of NFL on CBS sideline report segments, its ChatGPT logo appearing during the Jets-Titans broadcast. Hours later, CBS’s 60 Minutes season premiere closed with a segment warning about AI escaping human control.
Six ad execs agree: CTV favors buyers, except for premium inventory
VideoWeek polled six buy- and sell-side leaders on whether CTV is a buyer’s or seller’s market. Consensus: growing inventory and programmatic access tilt power to buyers, but scarce premium content, live sport, and top platforms still command seller leverage.
Amazon now outspends Netflix and YouTube combined on sports rights
Bloomberg’s Screentime newsletter reports Amazon’s sports-rights spending now exceeds what Netflix and YouTube spend on sports combined. The comparison underscores how aggressively Amazon has built out live sports as a Prime Video pillar versus its streaming rivals.
CBS’s ChatGPT-sponsored sideline report draws fan backlash
During Sunday’s Jets-Titans broadcast, CBS introduced Aditi Kinkhabwala’s sideline report as “presented by ChatGPT,” and social media reaction was swift and largely negative.