OTT Distribution Platforms Gain Leverage in Standoff With Streamers

Balance of power shifts to gatekeepers like Roku and PlayStation

Customers setting up their new PlayStation 5 consoles this holiday season can assemble their media hubs with the streaming apps of their choice. But they will be nudged to use six apps over the rest: Disney+, Hulu, Prime Video, Peacock, YouTube and Netflix.  

It’s prime real estate for streamers. And when you consider that nearly every smart TV and game console being sold this holiday season has its own landing page with recommended apps, you can see the size of the hurdle streaming services face in the race for consumer attention.

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This story first appeared in the Dec. 7, 2020, issue of Adweek magazine. Click here to subscribe.