"This year will definitely be one of those years that, when we look back on it, will feel more consequential than it does being in the midst of it. There have been so many shifts that have happened this year, from the two antitrust cases that Google was swept up in in the U.S. to OpenAI's evolving business and some of the changes from that that didn't come to bear,"
"Peterson: We have Netflix-Warner Bros. Discovery, obviously huge. Paramount finally got sold. We also had the launches, finally, of a standalone ESPN streaming service, and Fox rolled out its standalone streaming service. And then Amazon got the NBA, and NBCUniversal got the NBA to have games on Peacock. When I think about these developments in the future of TV this year, it feels like this was the handoff year for streaming to take the baton from traditional TV."
Multiple unresolved industry shifts in 2025 include major media transactions, regulatory and legal challenges, and platform-business changes that will influence 2026. Planned and completed media moves featured Netflix's planned acquisition of Warner Bros. Discovery's studio and streaming businesses, the sale of Paramount, launches of standalone ESPN and Fox streaming services, and NBA rights deals with Amazon and Peacock. Agencies face uncertainty over how to charge for AI-driven work and pressure on large agency holdco models. Major legal actions include U.S. antitrust cases involving Google, potential ad-tech remedies, OpenAI's evolving business model, and the prospect of a TikTok U.S. spinoff.
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