Streaming began as a cheaper, more flexible alternative to cable, with Netflix’s shift from DVDs helping transform entertainment and prompting rivals such as Amazon and Disney to launch their own platforms. However, the crowded market, repeated price rises and difficulty retaining subscribers are now pushing streaming companies towards models that resemble traditional cable.

Free ad-supported services such as Tubi, Roku and Pluto TV offer curated channels and simple navigation, while paid platforms increasingly introduce adverts and bundles. These developments suggest viewers and executives may be rediscovering the convenience of scheduled channels, straightforward interfaces and combined packages as streaming becomes more expensive and fragmented.