The era of fragmented streaming may be peaking. In 2025, we’re seeing the return of cable-style bundles: Disney and Warner have announced joint streaming packages, and Amazon continues to aggregate third-party channels. For consumers, this could simplify subscription chaos, but for media startups it represents a consolidation threat. The marketing angle is clear: bundle fatigue creates opportunities for niche platforms that differentiate with strong communities or genre focus. Yet survival depends on partnerships—whether through bundled inclusion, FAST (free ad-supported TV) channels, or licensing deals. For advertisers, the trend means bigger consolidated buys but also more data-sharing, offering deeper insights into cross-platform viewing behavior. The big picture: we are cycling back to aggregation after years of splintering, and the economics of attention are becoming more centralized. Adaptation requires choosing whether to align with bundles or resist as an independent niche voice.