Broken Windows How Streaming Is Redefining the Movie Proposition

Tim Mulligan

December 2020

significantly reduced theatrical movie releases and has necessitated a shift to streaming premiers for studios, especially those with recently launched direct-to-consumer services. While Disney has stated that it will return to theatrical releases in May rival Warner Media has boldly decided to jump feet-first into combined same-day theatrical and streaming releases for its 2021 movie slate. Consumer sentiment against returning to theatres post-COVID has now combined with the newfound familiarity of first-window home streaming access. This means a permanent breach in the theatrical window. The increasingly impactful ROI on feature films versus episodic scripted dramas for video on demand coincides with a consumer decline in binge viewing, and will elevate the value of an exclusive movie slate for direct-to-consumer video services and consumers alike. The golden age of TV content which has been the engine of SVOD is now tipping back towards the shorter-form gold standard of the feature film, benefiting video services with a pedigree of delivering content at this level.

Companies and brands mentioned in this report: Amazon, Amazon Prime Video, Comcast, Disney, Disney+, HBO Max, Netflix, Paramount, Paramount+, Peacock, Warner Bros., Warner Media

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