Streaming Market Update: Paramount, Discovery and Netflix

The streaming market continues to consolidate globally as platforms seek greater scale to compete in an increasingly crowded environment. Paramount and Warner Bros. Discovery are exploring the combination of their flagship streaming services, while Netflix continues to expand its advertising capabilities through new data partnerships.

What’s new in Streaming

HBO Max & Paramount+ Potential Streaming Combination

Following Skydance’s acquisition of Paramount, there are plans to combine HBO Max and Paramount+ into a single global streaming platform. The proposed service would unite major franchises including Game of Thrones, Yellowstone, Mission: Impossible and Star Trek, creating one of the largest combined content libraries in streaming.

Paramount+ is already available in Ireland, meaning any future consolidation with HBO Max could significantly expand the content offering available to Irish audiences. While timing and rollout details remain uncertain, the move reflects a wider industry trend toward platform consolidation to drive subscriber growth, improve profitability and compete with larger global players such as Netflix and Disney+.

Netflix Exploring Amazon Data for Future Ad Targeting

Separately, Netflix is expanding its advertising ecosystem by enabling advertisers in select markets to access Amazon Audiences via the Amazon DSP when buying Netflix inventory. This allows brands to target viewers using Amazon’s extensive retail and behavioural data signals.

While this capability is not currently available for the Irish market, it signals a broader shift toward retail-media-driven targeting within connected TV environments as platforms seek to enhance advertiser value.

Why It Matters for Your Campaigns

Greater Platform Scale

Consolidation between major services could create larger unified streaming audiences and stronger premium content environments.

Evolving CTV Data Capabilities

Partnerships like Netflix and Amazon highlight how retail data and streaming are increasingly converging, improving targeting and measurement potential.

Future Market Impact

Although not all developments will reach Ireland immediately, they indicate how the global SVOD landscape is evolving, which may shape future advertising and content opportunities locally.