The entertainment and media industry responds quickly to changing consumer preferences and technological advancements, and the upcoming year is expected to be pivotal after the two major strikes in Hollywood and a decidedly volatile year for the streaming market. A big trend to take shape is the evolution of carriage agreements, which are becoming pivotal change agents in the way content is distributed and consumed. For years, consumers have grappled with the frustration of paying for traditional pay TV bundles that include numerous channels they never watch. The rise of streaming services has empowered households to ‘cut the cord’ and opt for direct-to-consumer (DTC) platforms tailored to their preferences, which offer a more cost-effective and personalized viewing experience. However, media companies now face the challenge of balancing their traditional linear broadcast and cable networks with the growing demand for streaming content. While linear networks remain profitable, the push for subscription growth and engagement is driving programming to streaming platforms. This shift is not without its challenges as distribution companies face mounting pressure from rising rates demanded by network owners, leading to cord-cutting and a reevaluation of the traditional TV bundle model. All of this is happening against a historic period of large-scale consolidation with more mergers and acquisitions (M&A) expected on the horizons. This process may expand content libraries, scale DTC offerings and improve competitiveness against digital-native giants. However, obstacles loom on the horizon, requiring clear conviction to overcome. As the industry navigates these changes, consumer spending on media and entertainment might shrink due to economic factors such as inflation and rising costs of living. Many consumers feel financially stretched and this will impact non-essential expenses like discretionary spending on entertainment. In response, M&E companies are focusing on showcasing the value of their offerings through creative packages, innovative partnerships and dynamic pricing strategies to appeal to budget-conscious consumers.