Major online platforms deploy financial strength to access premium content and boost profits

Investors in streaming are shifting their focus from subscriber growth to profit-enhancing measures, including pricing, advertising, and engagement metrics such as watch time. The change reflects how streaming revenue has traditionally relied on subscriptions, while Wall Street now looks for additional levers to improve profitability.

From subscriptions to engagement and advertising

CNBC reports that streaming platforms are responding to investor expectations by raising prices, tightening password sharing, and moving into advertising. The strategy has also supported large consolidation moves aimed at strengthening content libraries and competitiveness.

One example is Paramount Skydance’s acquisition of Warner Bros. Discovery in a deal valued at $111 billion. David Ellison, chairman of Paramount Skydance, told investors last month that Paramount Plus and HBO Max would eventually merge into a single streaming service, positioning the combined offering to compete with leading platforms.

Subscriber and watch-time metrics

In the United States, Antenna, a subscription research firm, estimates that only 21 percent of Paramount Plus subscribers also use HBO Max. Company leadership says a merged streaming app would have around 200 million subscribers, which would place the combined service on a trajectory closer to Disney and nearer to Netflix, which has more than 325 million subscribers.

Investors are also tracking watch time, a measure of how much time users spend on a service. Nielsen data cited in the article shows that Paramount Plus accounts for 1.6 percent of total viewing time in the U.S., while HBO Max adds 1.2 percent. After the merger, the combined share would rise to 2.8 percent, still below YouTube (12.5 percent) and Netflix (8.8 percent).

Even with the increase, the merged platform would remain in the second tier of services. Prime Video accounts for 4.1 percent, while Disney Plus, Hulu, and ESPN Plus together account for 4.9 percent.

Advertising growth and pricing pressure

Despite the expansion of streaming, the article notes that it has not fully replaced the profits and advertising revenue of traditional television. Omdia projects online video advertising to grow from $309 billion in 2025 to $540 billion by 2030.

To capture that opportunity, streaming services have raised subscription prices and added cheaper ad-supported tiers. YouTube has also confirmed price increases for YouTube Premium and YouTube Music in the U.S., with the individual plan rising from $13.99 to $15.99 per month, the family plan increasing from $22.99 to $26.99, and YouTube Premium Lite moving from $7.99 to $8.99 per month.

Amazon Prime Video has also adjusted prices, and the article says HBO Max, Peacock, and Disney+ have implemented similar increases. The changes are attributed to rising content costs, licensing expenses, and technology investments required to remain competitive and support long-term profitability.

Anime as a battleground for streaming profitability

In content terms, the article highlights that the total value of the anime industry reached $35.2 billion entering 2026. Streaming is described as central to that growth, valued at $7.5 billion and projected to reach $14.65 billion by 2030.

The article frames anime as a competitive arena for Crunchyroll, Netflix, and Amazon Prime Video, with each platform pursuing different strategies while using financial resources to influence how studios operate and how audiences access content.

Netflix: exclusive rights and high-budget acquisitions

Netflix, leveraging its large budget, has secured exclusive rights to MAPPA-produced brands such as Jujutsu Kaisen and Chainsaw Man. The article also points to Netflix’s ability to secure additional projects, citing the decision by Kyoto Animation to join eight new projects in 2026.

Amazon Prime Video: long-term distribution rights

Amazon Prime Video, by contrast, is described as avoiding short-term licensing deals for anime. Its strategy focuses on acquiring perpetual global distribution rights for remakes of classic brands.

Crunchyroll: ecosystem expansion

Supported by Sony, Crunchyroll has raised its U.S. price from $7.99 to $9.99 per month. The article links the move to a broader ecosystem approach that includes cinema distribution, merchandising, and mobile games to retain users.

Extending streaming into games and new audiences

The article says Amazon Prime Video is leading efforts to profit from anime, while Netflix is expanding beyond video content. Netflix has launched a standalone children’s games app called Netflix Playground, available on iOS and Android in select markets ahead of a global rollout on 28 April 2026.

Netflix Playground targets children eight and under and offers a game library built on familiar brands such as Peppa Pig and Sesame Street. The article describes this as a strategic move based on demand for entertainment and the potential for long-term engagement, positioning games as a potential new growth area for the digital entertainment industry.