Research presented by Omdia at IBC 2025 points to a turning point in the global streaming market. Where once the industry was defined by the 'streaming wars," it is now shifting toward alliances between major streaming platforms and traditional broadcasters. This collaborative approach is reshaping how content is distributed and consumed, creating an ecosystem where shared growth takes precedence over rivalry.
Netflix has emerged as one of the leaders in this new phase. In France, the platform integrated TF1's linear channels and on-demand library into its service. It then extended its European strategy into Francophone Africa by working with Canal, and in the Middle East, it partnered with MBC to include Netflix within MBC Now, a new IPTV product in Saudi Arabia.
Disney is also pursuing similar partnerships across Europe. It has signed a content deal with ITVX in the UK to expand its British programming catalogue, teamed up with ZDF Studios in Germany to add thousands of episodes and films, and struck an agreement with Atresmedia in Spain to feature Antena 3 shows and Atresplayer originals on its platform.
