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To win in a shifting market, the streaming industry is bundling up

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The streaming video industry, having unraveled the traditional pay-TV bundle, is in a rebundling phase.
The fact that streaming audiences are remaking the traditional TV bundle is not a new trend.
And Amazon, Apple and Roku are selling subscriptions to third-party streaming services that lock people into their platforms.
They are producing original shows for, and licensing their existing programming to, the major streaming services.
The shifting nature of the streaming industry is weighing on not only media companies and platform providers but also on advertisers.

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