It's official: Netflix has finally unveiled its $6.99 ad-supported tier, becoming even more like legacy TV.
their “brands” and services, it soon became evident that consumers were facing a world where the Big Three of TV—NBC, CBS, ABC—would just be replaced by a new Big Three. Maybe it was Netflix, HBO Max, and Disney+; maybe it was Amazon Prime, Hulu, and Apple TV+. The streaming giants are still fighting for dominance, but the simple fact remains: Most people get their content from some constellation of streamers.
This is not the future we were promised. When players like Netflix came on the scene, their claim to fame was that they were “disruptors,” here to shake up Hollywood by giving people what they wanted when they wanted it. Consumers rallied around a cry to “cut the cord” and leave cable packages behind forever to watch prestige TV over the internet. It worked. Streaming boomed.
Consider it a self-fulfilling prophecy. Back in July, Netflix CEO Reed Hastings predicted the demise of linear TV in the “.” What he didn’t say was that Netflix and other streamers would just emerge in its place. The deals are a little different—the ads on streaming are fewer than on network TV; network TV is free—but with each one, streaming looks a little more like the television of 50 years ago. Linear TV might be ending, but its replacement isn’t much more than meets the eye.
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