Studios are no longer tied to a single strategy for releasing films. Instead, each major player is now juggling theatrical, transactional, and streaming windows with increasing precision. Below is an examination of how studios like Universal, Sony, and Paramount are embracing staggered, platform-specific Pay-One strategies.
The 2025 Cannes Market delivered more questions than answers, as industry players navigated, stalled US deals, shrinking Pay-1 licensing windows, and a growing rift between premium and mid-budget titles. High production and distribution costs are driving greater selectivity among studios and streamers, leaving many films without buyers in the North American market.
Streaming services are reevaluating their financial playbooks, balancing the high costs of direct-to-consumer services with the steady returns of third-party licensing deals. With studios weighing the financial viability of streaming-first strategies against the profitability of licensing, the industry is at an inflection point where content ownership alone may not be enough to drive sustainable growth.
After years of declining demand for independent films, producers, sales agencies, and distributors report a significant pre-sales market resurgence heading into Cannes. Download Your Free Cannes Film Festival Cheat Sheet Below with Titles, Directors, Sales Representatives, Deals Signed, Links to IMDbPro, and More.
As streaming platforms vie to capture marketshare in a view-from-home environment, the recent deal between A24 and Warner Bros. Discovery (WBD) brings A24’s eclectic catalog exclusively to HBO and Max after their theatrical runs illustrating the need for studios to look elsewhere for interesting films.
Unstoppable declines in linear television subscribers coupled with challenges in achieving profits in freshly minted streaming services have led most media companies on the road to consolidation. Over the next 12 months, Paramount, Warner Bros. Discovery, and NBCUniversal will likely be impacted by consolidation.
Universal Pictures bifurcates the 18-month Pay-One Film Licensing Window for its streaming service Peacock and Amazon. After four initial months on Peacock, Universal’s live-action films will stream exclusively on Amazon’s Prime Video for ten months before returning to Peacock for the final four months.
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