The middle disappears: Streamers and studios tracker H1 2026
The middle tier is gone. Streaming pricing is bifurcating toward premium ad-free and ad-scaled tiers. Netflix played the long game—letting Disney+ and HBO Max normalise higher prices and absorb the churn risk, then hiking Standard to $19.99 and Premium to $26.99 to reclaim the premium position once the ceiling had been raised.
The industry has crossed the profitability threshold, but the gap with Netflix widens rather than closes. Linear is still funding the transition—the spin-offs and segment collapses are a visibility play as much as a structural one.
Ad tiers are scaling fast but monetising slowly. Sports is the acquisition flywheel everyone is betting on, yet the ROI remains unproven—Peacock's losses widened the moment NBA rights hit. Reach is rising; depth of engagement is diverging.
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Disney's Entertainment revenues rose 5% year-on-year to $26.0 billion in Q1, although content and marketing costs pressured operating income down (-9%, $4.6 billion). Management outlined its plan to create a Disney+ home for AI content.
Although a very early development, after 18 months of widening, improvements in Disney+'s UK engagement has seen its gap with Netflix contract.
Disney's global marketing reorganisation—including the development of a brand stewardship function led from the top of the company—is a broadly positive move from an outfit laboured with long-entrenched vertical silos.
Netflix Q4 2025: Revenue strong, slow start to year
21 January 2026Q4 saw Netflix’s revenue grow 18% YoY (to $12.1 billion), with the subscription base growing 8% across the year. Advertising is now a $1.5 billion business, which is around 3% of total revenues
In the past, Christmas and New Year has been a time for Netflix to make considerable and important gains in the UK, this progression has now stalled
As the fight to acquire Warner Bros. Discovery lurches on, Netflix’s interest in the theatrical business is being scrutinised. The relationship between the cinema and Pay 1 window will inform its strategic direction
The engagement play: Streamers and studios tracker H2 2025
28 August 2025Revenue growth in mature markets is now price-driven and therefore lumpier. While the US leans on bundling, European scale requires wholesale distribution with pay-TV incumbents. Fledgling streamer to streamer/PSB deals are more of a distribution nudge than a step towards the US model.
Profit momentum is real but fragile: H2 content/sports ramps will test margins; the Versant/Discovery Global carve-outs are about protecting multiples while ring-fencing legacy decline.
Engagement is the key battleground: live sport is increasingly important although streamers remain reticent on rights spending. While sport boosts acquisition and ad reach, ROI hinges on price discipline and shoulder programming. Europe remains a tougher nut to crack.
Both subscriber and ARPU growth are showing clear signs that they are topping out. We expect increasing volatility in both metrics moving forward as low-ARPU subscriber additions tug against price hikes and churn-cycling in wealthier regions
Many of the studios’ streamers are now flirting with profitability thanks to cost-cutting efforts, while cord-cutting only seems to be accelerating
Almost 50% of streamer sign-ups are opting for the ad-tier. However, it will be some time before ad-tiers become a ‘meaningful’ revenue stream
Streaming profitability beckons, but owes much to the profitable services folded into companies’ DTC segments alongside the headline streamers.
There is a broader move towards bundling and price rises. The former bolsters subscriber additions and lifetime value but is ARPU-dilutive, while price rises will bump up both ARPU and churn.
2024 marks the first year with multiple players at scale in the ad space, as Prime Video entered the market. Other streamers with high CPMs and lower scale may be forced to re-examine their offerings.
Disney's Entertainment revenues rose 5% year-on-year to $26.0 billion in Q1, although content and marketing costs pressured operating income down (-9%, $4.6 billion). Management outlined its plan to create a Disney+ home for AI content.
Although a very early development, after 18 months of widening, improvements in Disney+'s UK engagement has seen its gap with Netflix contract.
Disney's global marketing reorganisation—including the development of a brand stewardship function led from the top of the company—is a broadly positive move from an outfit laboured with long-entrenched vertical silos.
Netflix Q4 2025: Revenue strong, slow start to year
21 January 2026Q4 saw Netflix’s revenue grow 18% YoY (to $12.1 billion), with the subscription base growing 8% across the year. Advertising is now a $1.5 billion business, which is around 3% of total revenues
In the past, Christmas and New Year has been a time for Netflix to make considerable and important gains in the UK, this progression has now stalled
As the fight to acquire Warner Bros. Discovery lurches on, Netflix’s interest in the theatrical business is being scrutinised. The relationship between the cinema and Pay 1 window will inform its strategic direction
The engagement play: Streamers and studios tracker H2 2025
28 August 2025Revenue growth in mature markets is now price-driven and therefore lumpier. While the US leans on bundling, European scale requires wholesale distribution with pay-TV incumbents. Fledgling streamer to streamer/PSB deals are more of a distribution nudge than a step towards the US model.
Profit momentum is real but fragile: H2 content/sports ramps will test margins; the Versant/Discovery Global carve-outs are about protecting multiples while ring-fencing legacy decline.
Engagement is the key battleground: live sport is increasingly important although streamers remain reticent on rights spending. While sport boosts acquisition and ad reach, ROI hinges on price discipline and shoulder programming. Europe remains a tougher nut to crack.
Both subscriber and ARPU growth are showing clear signs that they are topping out. We expect increasing volatility in both metrics moving forward as low-ARPU subscriber additions tug against price hikes and churn-cycling in wealthier regions
Many of the studios’ streamers are now flirting with profitability thanks to cost-cutting efforts, while cord-cutting only seems to be accelerating
Almost 50% of streamer sign-ups are opting for the ad-tier. However, it will be some time before ad-tiers become a ‘meaningful’ revenue stream
Streaming profitability beckons, but owes much to the profitable services folded into companies’ DTC segments alongside the headline streamers.
There is a broader move towards bundling and price rises. The former bolsters subscriber additions and lifetime value but is ARPU-dilutive, while price rises will bump up both ARPU and churn.
2024 marks the first year with multiple players at scale in the ad space, as Prime Video entered the market. Other streamers with high CPMs and lower scale may be forced to re-examine their offerings.