London, UK – The global video-streaming landscape experienced a period of significant evolution during June and July 2025, marked by major corporate strategic shifts and compelling data indicating a sustained migration of audiences from traditional broadcast and cable television to online platforms. This mid-2025 juncture appears increasingly pivotal in the ongoing transformation of media consumption habits worldwide.
Corporate Realignment: Warner Bros. Discovery Plans Division
A standout development during this two-month span was the announced plan by Warner Bros. Discovery (WBD) to undertake a significant corporate separation. The entertainment giant intends to divide into two distinct, publicly traded companies by mid-2026. This strategic maneuver aims to streamline operations and potentially unlock value within its diverse portfolio.
The proposed split will result in the creation of two focused entities. The first, tentatively named WBD Streaming & Studios, is set to encompass the company’s core content creation and direct-to-consumer assets. This includes venerable properties such as HBO, the expansive film library of Warner Bros. Pictures, the creative universe of DC Studios, and the flagship Max streaming service.
The second entity, referred to as WBD Global Networks, will house the company’s extensive collection of linear television networks. This portfolio includes major news outlet CNN, sports broadcaster TNT Sports, and the suite of Discovery channels, spanning factual, reality, and lifestyle programming.
According to WBD CEO David Zaslav, the rationale behind this substantial restructuring is to enhance the speed and strategic flexibility of each resulting business. By separating the streaming and studio operations from the global network division, the company believes each can better focus on its core mission, adapt more quickly to market changes, and pursue distinct growth strategies.
The Ascendancy of Online Viewing
This corporate maneuver unfolds against a backdrop of undeniable shifts in how consumers access media. Industry analysis consistently highlights a clear and accelerating trend towards online viewing, particularly through streaming platforms, both subscription-based and ad-supported.
Maria Rua Aguete, a distinguished analyst at Omdia, provided compelling insights into this trend during the June-July 2025 period. Aguete’s analysis points towards a future where online content consumption dominates. She predicts that by 2026, more global households will access free or ad-supported streaming content than will tune into traditional broadcast television.
This forecast underscores the increasing viability and popularity of advertising-supported video on demand (AVOD) and free ad-supported streaming television (FAST) services, suggesting they are poised to become a primary mode of viewing for a vast segment of the global audience within the next year. The availability of cost-free or lower-cost alternatives is clearly influencing consumer behavior.
Reinforcing this perspective, data released by Nielsen, a leading authority on media consumption metrics, further illustrated the momentum of streaming. Nielsen data indicated that, for the first time in May, streaming collectively surpassed the combined usage of both broadcast and cable television in key markets. While this initial crossover occurred prior to the June-July window, its significance resonated throughout the period, providing tangible statistical evidence of the ongoing seismic shift in viewing habits.
Platform Dominance and Competition
Within the dynamic streaming ecosystem, certain platforms continue to demonstrate remarkable strength and reach. While the June-July 2025 period saw competition remain fierce among major players, recent performance data highlighted the significant presence of YouTube.
YouTube solidified its position as a dominant force in the streaming landscape, particularly in the United States. According to 2024 data, which continued to inform market perspectives in 2025, YouTube emerged as the largest TV streaming platform in the U.S. This milestone was achieved by exceeding 10% of total television usage, a considerable share that places it in direct competition with traditional broadcast networks and cable providers, as well as other pure-play streaming services.
Looking across the competitive field in 2025, while YouTube holds a unique position blending user-generated content with professional programming, established giants like Netflix, Hulu, and Prime Video continue to be heavyweight players. These platforms remain central to the streaming experience for millions globally, investing heavily in original content, expanding into new markets, and experimenting with pricing tiers, including the adoption of ad-supported options, further validating the trend noted by Omdia’s Maria Rua Aguete.
Looking Ahead
The strategic decisions made by companies like Warner Bros. Discovery, coupled with the undeniable audience migration documented by firms like Omdia and Nielsen, paint a clear picture of a media industry in flux. The period of June-July 2025 served as a stark reminder that the future of video entertainment is increasingly digital, on-demand, and diverse in its business models.
The planned WBD split, the projected growth of ad-supported streaming, and the continued dominance of platforms like YouTube, alongside Netflix, Hulu, and Prime Video, suggest that the competitive intensity in the global OTT market is unlikely to wane. As companies reposition themselves and consumption patterns continue to evolve, the landscape of media entertainment promises further transformation in the months and years to come.
