Streaming Giants Form Alliances with Broadcasters to Fight Subscriber Slowdown

Research presented by Omdia at IBC 2025 points to a turning point in the global streaming market. Where once the industry was defined by the “streaming wars,” it is now shifting toward alliances between major streaming platforms and traditional broadcasters. This collaborative approach is reshaping how content is distributed and consumed, creating an ecosystem where shared growth takes precedence over rivalry.

Netflix has emerged as one of the leaders in this new phase. In France, the platform integrated TF1’s linear channels and on-demand library into its service. It then extended its European strategy into Francophone Africa by working with Canal+, and in the Middle East, it partnered with MBC to include Netflix within MBC Now, a new IPTV product in Saudi Arabia.

Disney+ is also pursuing similar partnerships across Europe. It has signed a content deal with ITVX in the UK to expand its British programming catalogue, teamed up with ZDF Studios in Germany to add thousands of episodes and films, and struck an agreement with Atresmedia in Spain to feature Antena 3 shows and Atresplayer originals on its platform.

The move toward collaboration is being driven by slowing global growth in subscription video-on-demand. With subscriber adoption reaching maturity, platforms are seeking fresh ways to expand. Bundling has become an increasingly powerful tool, with projections showing that telecom partnerships could make up nearly a quarter of all global subscriptions by 2030, and non-telecom bundles another 10 percent.

Evidence from Europe shows the benefits of this strategy. In Spain, nine out of ten SVOD users subscribe to either Netflix or Amazon Prime Video, often through bundled packages. In France, both global players have partnered with leading broadcaster VOD platforms, combining local content with international reach.

Omdia’s analysis concludes that these collaborations are giving rise to “super-streamers,” large-scale platforms that blend global distribution power with local relevance. This model, reminiscent of Pay-TV but built for the digital age, is setting the stage for the next era of the streaming industry.