From content wars to interface control: how streaming is reshaping advertising architecture

846 / 5 000 We previously analyzed how the transformation of streaming is reshaping the advertising ecosystem and raising a central question: that of trust. But to understand this shift, we need to go back a step: to the architecture of the media themselves. Recent weeks have illustrated the audiovisual industry’s entry into a new phase of transformation. Netflix ultimately abandoned its acquisition of Warner Bros. Discovery, with Paramount Skydance winning the bid with an offer of approximately $110 billion, creating a new global entertainment giant. But behind this financial drama lies a much more fundamental reality. Streaming is entering a phase of massive consolidation. And this consolidation raises a fundamental question: who truly controls the media architecture?.