The Amp Podcast Amplified: What’s behind the rise of broadcaster–streamer partnerships? In conversation with Mark Endemaño
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Sep 4, 2025 Mark Endemaño, Managing Director at AlixPartners and media veteran with a rich background at Disney, dives into the transformative partnerships between broadcasters and streamers. He examines the strategic alliances evolving in Europe, focusing on Disney+ and ITV, and the implications for both content creators and viewers. The conversation also explores Netflix's potential growth markets, the rivalry with Amazon Prime, and the shifting dynamics in viewer engagement that prioritize viewer retention over mere subscription numbers. A must-listen for media enthusiasts!
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How Classic Windowing Evolved
- Traditional windowing moved from theatrical to pay TV to free TV and then to streaming as technologies and monetization evolved.
- Studios historically used exclusive pay windows to monetize content before streamers created a new digital window.
Profit Pressure Reopened Partnerships
- The rise of studios' proprietary streamers closed previous windowing collaborations for a period.
- Profitability pressures since 2022-23 reopened incentives for hybrid partnerships and windowing again.
Single-Season Swaps As Marketing
- Disney+ and ITVX swap single seasons to drive marketing and audience sharing rather than long-term licensing.
- The deals act as taste tests: viewers sample content then are routed back to each platform for more.