Streaming TV is now the default way to consume TV content. However, the streaming TV era is now the friction TV era, due to the fragmented nature of the direct-to-consumer (D2C) siloed, competing brands....

The combined effects of market saturation for subscription video on demand (SVOD) alongside a growing cost-of-living crisis are forcing pureplay SVOD services to modify their ad-free propositions. Disney-owned...