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The Evolving Streaming Landscape: Beyond Peak SVOD 📉

In 2020, the “streaming wars” were in full swing, characterized by aggressive content spending and a relentless pursuit of subscriber growth.

Fast forward to 2025, and while SVOD (Subscription Video On Demand) remains dominant, the market has matured, and “subscription fatigue” is a palpable reality. Consumers are less willing to stack multiple subscriptions, leading to a shift in buyer strategies.

What’s Changed:

• A Focus on Retention over Pure Acquisition: While new subscribers are always welcome, the emphasis has shifted to retaining existing ones. This means content buyers are prioritizing projects that reduce churn, offer long-term engagement, and provide compelling reasons for viewers to stay.
• The Rise of Bundling and Aggregation: Expect to see more strategic partnerships and bundles between platforms. Buyers are increasingly looking for content that can be part of these aggregated offerings, providing value and convenience to consumers.
• The Proliferation of FAST Channels: Free Ad-Supported Streaming Television (FAST) channels have exploded since 2020, offering a new avenue for content monetization, especially for library content and niche programming. Content buyers are now actively seeking content suitable for FAST channels, recognizing their reach and ability to attract budget-conscious viewers. This has opened up new acquisition models for older titles or shows that might not fit premium SVOD offerings.

Implications for Buyers:

Content buyers are now evaluating projects not just for their SVOD appeal, but also for their potential in bundled offerings or as valuable assets for FAST channels.

This requires a more diversified acquisition strategy and a keen eye for content that can live across multiple monetization windows.

Data, AI, and Hyper-Personalization: The New Analytical Edge 📊

The role of data and artificial intelligence in content buying has moved from nascent to central since 2020. AI is no longer just a buzzword; it’s an integral tool for predicting audience behavior, optimizing content spend, and personalizing recommendations.

What’s Changed:

• Predictive Analytics for Content Performance: AI-powered tools can now analyze vast datasets to predict how a piece of content will perform with specific audience segments. This enables buyers to make more informed decisions, reducing risk and maximizing ROI.
• Hyper-Personalization in Content Curation: AI algorithms are becoming increasingly sophisticated at recommending content to individual users, leading to higher engagement. Buyers are looking for content that can feed these personalization engines effectively, with clear genre tags, thematic elements, and potential audience hooks.
• Automated Content Discovery and Evaluation: While human curation remains vital, AI can now assist in sifting through vast libraries of submissions, identifying trends, and even flagging potential hits based on historical data. This streamlines the content discovery process.
• Efficiency in Deal-Making: AI is also being applied to contract analysis and rights management, improving efficiency in the complex world of content licensing.

Implications for Buyers:

Content buyers must be fluent in data. They need to understand how AI can inform their decisions, from initial greenlighting to ongoing performance optimization. Pitches that include data-backed insights on audience potential and market fit will stand out.

The Enduring Power of IP and Franchise Building 🏰

While original content remains important, the value of established Intellectual Property (IP) has only intensified since 2020. In a fragmented market, recognizable franchises offer a built-in audience and a safer bet for platforms looking to minimize risk.

What’s Changed:

• IP as a Strategic Cornerstone: Platforms are increasingly prioritizing content tied to existing, popular IP (books, comics, video games, podcasts, even viral social media trends). This reduces marketing costs and offers a higher probability of audience engagement.
• Franchise Expansion: Buyers are looking for projects that aren’t just one-off hits but have the potential for multiple seasons, spin-offs, prequels, or even cross-media adaptations (e.g., games, merchandise). The long-term value of a universe is a key consideration.
• Niche IP Exploitation: Beyond blockbuster franchises, buyers are also exploring smaller, cult-favorite IPs that can rally passionate niche communities, offering distinct value propositions.

Implications for Buyers:

Content buyers are actively seeking IP-driven projects and evaluating original concepts for their inherent franchise potential.

Creators who can articulate a clear vision for how their story can expand into a larger universe will have a significant advantage.

The playbook has shifted from simply acquiring content to strategically investing in and building out sustainable intellectual property.