The landscape of television has undergone a profound transformation over the last several years, particularly with the rise of streaming services that have come to dominate viewing habits. As highlighted by Ampere’s analyst Guy Bisson during a recent event in Berlin, we find ourselves in the aftermath of what was once considered “Peak TV.” According to Bisson, this period of explosive growth and saturation in content production has transitioned into an era best described as the “open plain.” This notion encapsulates the current state of an industry that has reached a plateau in subscriber growth and must now adapt to a new operating environment with diminished margins.
Bisson emphasized that the overzealous scaling witnessed throughout the Peak TV era was not sustainable. The industry had initially geared itself for an endless growth trajectory, but now reality has set in. Bisson’s perspective calls for a serious re-evaluation of strategies employed by streaming services, pointing out that companies need to recalibrate their thinking from one of aggressive growth to one focused on sustainability and profitability under new conditions. The streaming giants must learn to coexist and compete in this less volatile but equally challenging landscape.
A pivotal shift noted by Bisson is the trend toward unscripted programming amidst market saturation. As streaming services scramble to maintain viewer interest and revenue, they increasingly behave like traditional broadcasters, blurring the lines between the two formats. The embrace of reality TV, documentaries, and other unscripted formats have surged, overtaking scripted series in volume released. By transitioning over half of their new series orders to unscripted formats, services can reduce production costs while still engaging audiences.
Nicole Morganti, head of Originals at Amazon MGM Studios, echoed the sentiment, noting that Prime Video has realigned its focus to attract younger and female viewers. This is a strategic response to earlier content curation that did not resonate as broadly, underscoring the necessity for streaming platforms to adapt and evolve to reflect changing audience demographics. The move also signals a shift in creative priorities within the industry, prioritizing accessibility and relatability over cinematic grandeur.
The concept of “broadcastification” also surfaced in discussions, proposed by Hauke Bartel, EVP, Fiction at RTL Germany. He articulated the actions of traditional broadcasters attempting to mimic the streaming model, leading to a fusion of strategies. While broadcasters are indeed commissioning more daring and nuanced programming reminiscent of streaming shows, this ambition does not always yield the intended results. In some cases, these ventures have alienated their core audiences instead of drawing in new viewers.
The reality of this dual evolution necessitates cooperation rather than competition between streamers and broadcasters. José Pastor from Spanish public broadcaster RTVE emphasized the importance of strategic windowing agreements. The underlying principle is simple yet crucial—broadcasters believe that a first-window release can maximize a program’s promotion potential before it moves to a streaming platform. This synergetic approach could redefine viewing paradigms, benefiting both parties in the long term.
As we navigate away from the era of Peak TV, it is evident that the industry stands at a crossroads. Companies must capitalize on the lessons learned from the tumultuous growth phase while remaining open to innovation and collaboration. Re-evaluating content strategies, investing in viewer demographics, and forging symbiotic partnerships between traditional and digital platforms can ensure that the industry not only survives but thrives in this new normal.
The future lies in a balanced ecosystem where creativity and profitability can coexist. Emphasizing diversification in content types, adapting to market realities, and fostering collaboration across different media can potentially yield a richer and more engaging landscape for audiences worldwide. As the streaming industry matures, it holds the promise of transforming genuine viewer experiences rather than merely being a battleground of competing subscription rates. In this sense, the open plains may be the starting point for a more grounded, yet creatively ambitious chapter in television’s evolution.