MAJOR MEDIA TRENDS: Big Brand Streaming Wars 2025

As a content provider, it’s always important to know the lay of the land in the industry. Figuring out what the trends and tendencies of the outlets is vital. So, when brands such as ESPN, HBO Max and CNN announce stand-alone flagship streaming services, you must take a deep dive into the reasoning. Why are the major studios betting that there is still equity in familiar names that stand for quality. Do audiences care?

“The HBO Max reversal isn’t just a branding U-Turn; it’s a flashing neon sign pointing to a critical juncture in the streaming landscape that the ‘content is king’ mantra is dead. Brand equity now reigns supreme” says Sunain Sharma, executive strategy director at Landor, the WPP-owned consultancy. This confirms a philosophy shift in the major players game plan. In 2025 you can’t be afraid to course-correct when the audience demands it.

According to the Hollywood Reporter, the HBO content chief and Warner Discovery Streaming Chief approached Warner Brothers Discovery CEO David Zaslav suggesting a pivot in direction of their flagship streaming service MAX. The group looked at how consumers were using their platform. It became quite clear that quality mattered. That led the company to adjust its consumer proposition in favor of premium fare. Inside WBD no brand exemplified quality and premium TV more that HBO. So, they went back to the future and re-named their service HBO Max. It started a trend.

In the recent upfronts, CNN announced a streaming service offering to debut this year under the iconic CNN brand. The streamer will launch with content from high profile journalists with show ideas that will stay consistent with the CNN approach. No ancillary concepts like parenting shows or book clubs to stay on brand. This streaming offering will be part of a larger CNN subscription that will include access to website and vertical lifestyle offerings; the first will be a weather app.

A day later, The Walt Disney Company made news with ESPN launching its own long discussed streaming service under the understated but obvious name of ESPN. Even though traditional television broadcasting is in decline, the linear TV brands are making a comeback. In a world where the world is dominated by Pluses, Maxes and Pros, media companies are finding that brands do matter to consumers. Look for others to move in the same direction.

Brands still really do matter.