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: 90% of US households now pay for at least one streaming service, and companies are responding to "subscription fatigue" by integrating fan communities, merchandise, and even gaming directly into their ecosystems. Popular Media & The Rise of AI

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Three trends will define the next phase: : 90% of US households now pay for

2026 Media & Entertainment Industry Predictions Report - AlixPartners By owning original content exclusively, Netflix ensured that

The disruption began with Netflix’s shift from aggregator (licensing existing shows like The Office ) to creator (launching House of Cards in 2013). By owning original content exclusively, Netflix ensured that consumers could not cancel their subscriptions without losing access to specific cultural touchstones. This catalyzed the “Streaming Wars,” where every major conglomerate (Disney, Warner Bros. Discovery, Paramount) pulled licensed content from rivals to stock their own exclusive silos.