The modern media landscape most likely would not look the same without the advent of streaming. It feels like anytime you are talking to a friend or family member, you exchange information about what you are watching on Netflix. For someone like me, who considers themselves a cinephile, streaming is a great resource. It helps you look at cinema’s past, and possible future trends.
However, the streaming landscape of the 2020s is very different from that of the 2010s. Multiple services have been created, and investment in original content has increased, but people seem to be losing interest. How do I know this? Well, people aren’t paying like they used to.
Evolution of Streaming
It wasn’t until 2007 that Netflix built its video-on-demand service. Before this, they were primarily in the business of mailing DVDs! However, this decision would change the way most consume media. For a time, there were the big three: Netflix, Hulu, and Amazon Prime.
Two huge developments in the 2010s would further change the game. The first was the production of original content. Netflix’s House of Cards (2013-18) is one of the earliest and notable original series that garnered serious awards attention. The second development would lead to what’s become known as “the streaming wars”.
In 2019, Disney took their content from Netflix and sought to create their own service, which would become Disney+. This move, coincidentally, happened just before the COVID-19 pandemic, a time when binging became the dominant pastime. On top of that, other corporations looked to craft their own services like Disney. Can you guess what content Paramount+ and NBC’s Peacock have?
Content, in terms of shows, films, and comedy specials (amongst other things), has now expanded beyond what most have imagined. The options seem limitless, but in 2024, Americans spent 23% less on streaming than last year. What could be the cause?
Streaming Problems for the General Public
The big issue for many people has been rising prices and the introduction of commercials. Streaming initially seemed to be a place where people could escape the ads on cable TV. While some services like Tubi had ads, but were free, the major brands are now adopting “ad-tier plans”. They are cheaper, but now you have to watch your shows and movies with ads. If you want the typical streaming experience, you pay more.
And as prices go up, it seems like people are upset about what content stays and what content goes. The above-pictured show, Mindhunter (2017-19), proved to be one of Netflix’s most iconic titles. After season two, which ended on a cliffhanger, fans begged for a third season. However, Netflix said that between showrunner David Fincher going between multiple projects and the apparent numbers of views not being enough to justify the budgets, the show was essentially canceled.
These problems seem to be minor, especially as streaming has added positives to the entertainment industry. Shows like Squid Game (2021-25) have shown that media made in other parts of the world can find an audience and become a phenomenon. It allows new audiences to experience older, more classic shows for the first time. However, I think these problems could continue to affect things if they aren’t rectified.
My Personal Gripes
As a cinephile/film student, I have my takes on streaming services. You might see it as bias, but as good as certain things are, I think it’s good to improve. Unfortunately, the “improvements” for streaming seem to come from a business perspective rather than an artistic one.
I know the term is “show business“, but it’s not like all artists have thrived under streaming. It’ll be two years coming up that we had the actor and writers’ strikes. One of the main reasons behind them: royalties! With the syndication model of cable TV, the structure of how an actor/writer got paid in royalties for when an episode re-aired was mostly air-tight.
With streaming, where anyone could be watching an episode of a show or a movie at any time, it was easier to hide the numbers, and subsequently, the artists weren’t getting proper payment. Hopefully, that’s been sorted out, but it illustrates the point that the CEOs of these companies are prioritizing their paychecks.
The investment in streaming also warps mediums into something they aren’t. I can’t comment on the quality of Stranger Things (2016-2025), as I haven’t seen it. However, the show has four seasons (a fifth this year), but has been around for nearly a decade. And when the Duffer brothers say that they are making episodes of television like they are “blockbuster films”, it feels like a disservice to a medium that is different from film for a reason.
I also don’t like services paying creatives exorbitant amounts of money for films to become exclusive to their service. It’s nothing more than an attempt to cripple movie theaters. Also, the trend of removing original content from one’s own platform is egregious and disrespectful to the artists who worked on it!
Streaming’s Future
Between my ramblings and the public’s opinions, streaming has both supporters and detractors. It’s certainly here to stay, and it’s easy to see how it blew up.
I also want to go on record that I do have subscriptions to many services, and each have their own pros and cons. I enjoy the variety of Max’s catalog between classic and new films. I’ll go to Disney+ for any Star Wars or Marvel media. As I mentioned before, my critiques don’t totally come from a bitter place: they come from someone who wants to help.
If streaming can find a better balance between helping the business and helping the artist, I’ll be a happy person. The term “content” is one way to describe nowadays’ movies and shows, but the main term that should be used is “art”. It’s possible to achieve this middle ground, but who knows what will happen. The entertainment industry is always one that chases trends and goes down unpredictable paths.