The streaming war rages on
Streaming is having its identity crisis moment. From Warner Bros. Discovery renaming Max back to HBO Max, to Fox debuting Fox One and ESPN prepping its long-anticipated standalone service, media giants are scrambling to rebrand and reorganize in a fiercely fragmented landscape. As consumer habits shift and bundling makes a comeback, platforms are racing to balance profitability with clarity. The result? A streaming ecosystem that feels less like a revolution and more like a reinvention of cable—only this time, it’s personalized, on-demand, and constantly evolving. For audiences, the question isn’t what to watch—it’s where, and at what cost.
As the streaming wars rage on, platforms are learning that standing out isn’t about offering more—it’s about offering something different. Viewers crave fresh content, personalized experiences, and campaigns that give them a reason to come back (think: binge your favorite celebrity’s watchlist). Max’s rebrand back to HBO Max is the ultimate reminder that if it’s not broken, don’t fix it—especially when your content is carrying the weight. Meanwhile, ESPN and Fox are suiting up to compete with likes of Apple, Prime, and Netflix for live sports dominance. Expect record-breaking streaming bids as everyone fights for the most loyal fanbase in entertainment: sports viewers.
Amazon debuts new shoppable video ads
Amazon has unveiled a suite of interactive, AI-powered ad formats for Prime Video, marking a significant step in the evolution of shoppable streaming. Announced during their 2025 upfronts, these products include shoppable carousel ads, interactive pause ads, and brand trivia ads – all of which are contextually targeted to what users are streaming at the moment. Shoppable carousel ads allow viewers to browse and purchase products directly from Amazon during ad breaks, while interactive pause ads display translucent overlays when content is paused, featuring options like “Add to Cart” and “Learn More,” enabling shopping without leaving the viewing experience. Trivia ads engage viewers with facts about brands, giving users a deeper way to interact with brands that they might be interested in.
This announcement by Amazon aligns with a broader industry trend, where streaming platforms integrate commerce into entertainment. Streaming competitors such as Hulu and Peacock have introduced similar features, while social platforms such as TikTok have integrated shopping directly with the monetization of creator content. Amazon’s new products leverages its vast e-commerce ecosystem, providing a bit of an advantage; with over 200 million global streaming viewers on its ad-supported tier, the streaming service has extensive reach for entertainment and shopping enthusiasts alike. As streaming services seek new revenue streams beyond subscriptions, shoppable video represents yet another opportunity where these platforms can offset the massive investments they’ve been making in content.
Johnson Lee, VP, Integrated Strategy
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