« The narrative of ‘streaming wars’ is giving way to a more collaborative ecosystem, » summarizes Maria Rúa Aguete, Director of Media & Entertainment at Omdia at IBC 2025. The cause: SVOD subscription growth is plateauing, with multiple platform adoption, rising churn, and the advent of « bundling »; these bundled offers driven by telecom operators or technology aggregators. By 2030, nearly 23% of all global SVOD subscriptions will come from « telecom bundling, » either directly subscribed through an ISP or pay-TV operator. This rate already reaches 25% in Central Europe and is rapidly growing in France, where the box-French Tech ecosystem is one of the richest in the world: Free offers 260 channels to all its subscribers, including 40 Canal+ channels on its Freebox Ultra. Ligue 1+ has multiplied integrations: Samsung, LG (2021+ Smart TVs), Molotov. « Integrating Ligue 1+ on Smart TVs marks a key milestone for the LFP: making the experience more accessible and immersive for everyone, » explains Nicolas de Tavernost, CEO of LFP Media. From launch, the platform sought maximum distribution through industrial and digital partnerships, overlaying traditional broadcast logic (multiplex, boxes) with streaming. Canal+ and Samsung have extended their global partnership: Canal+ applications pre-installed on Samsung Smart TVs 2024–2025, available on models from 2018 onwards, and integration into the Universal Guide for a unified experience. « This partnership simplifies access to Canal+ content on 25 million Smart TVs, across more than 40 countries, » emphasizes Philippe Schwerer, Director of Industrial Partnerships & New Business at Canal+, Netflix and TF1: unprecedented alliance. For the first time, Netflix will host live TF1 channels (as well as TMC, TFX, TF1 Séries Films, and LCI) and TF1+ catch-up content within its interface starting summer 2026. Rodolphe Belmer, CEO of TF1 Group: « This alliance will allow our programs to reach unprecedented audiences and open new advertising horizons, in an environment complementary to TF1+. » The Mutual Benefits: A Win-Win Ecosystem For Broadcasters : Visibility, Monetization, Lower Acquisition Costs – Eliminating Friction: Pre-installation removes the download barrier. Pre-installed services amplify user acquisition at near-zero marginal cost, enabling rapid penetration. Samsung TV Plus, the leading embedded FAST platform, surpassed 2,400 distributed channels in 2024. – Enhanced Discoverability: Integration into enriched EPGs (electronic program guides) boosts content exposure. Metadata, visuals, tags, recommendations, previews… everything contributes to an enhanced UX that drives both discovery and loyalty. – Increased Advertising Monetization: More views, better campaign performance: access to the main carousel or homepage of boxes multiplies advertising inventory. Advertiser investments in CTV are expected to exceed $40 billion USD in 2027, directly benefiting partner broadcasters. For ISPs: Differentiation, Retention, Technical Optimization – Churn Reduction: SVOD bundles drastically reduce customer cancellation. According to Ampere Analysis, Disney+ subscribers with bundle packages are 59% less likely to cancel over 12 months than those with Disney+ alone. – Competitive Differentiation: Orange offers €5/month discount per streaming platform linked to its Livebox Max Fibre, allowing savings up to €15 for multi-subscriber households. Exclusive channel bundles play a key role for Free, SFR, Bouygues, creating a battle for the best unbundled experience. – Network and Experience Optimization: Content is hosted on on-net CDN cache servers to ensure smooth delivery. Synergy with manufacturers enables bandwidth management, ensures video quality of service, and limits congestion. For Smart TV Manufacturers: Business Model Evolution – Recurring Revenue: Manufacturers are evolving from a purely hardware model (TV sales) to a hybrid model. Samsung, LG, Hisense and others now leverage advertising, subscription commissions, and premium placements (homepage, launcher). – Placement Fees: VIDAA, Hisense’s Smart TV platform, monetizes partner placement (apps, channels, promotions) on the homepage or main screen, creating new revenue streams. – Differentiation: The app ecosystem becomes a key factor in a hardware market with reduced margins. Samsung opened Tizen OS, LG its webOS to other manufacturers https://www.lgcorp.com/media/release/23072, to strengthen their platform value, including cross-device user tracking (smartphone, TV…). Enriched EPGs, IP Convergence, and Cloud – Next-generation program guides include images, branding, previews, and cross-platform integration (universal search, recommendations). – Titan OS and similar systems offer search that compiles catalogs from multiple platforms, streamlining discovery across the entire ecosystem. – Linear IP Streams: In 2025, Paramount Australia and LG integrate linear IP channels into LG Channels, making linear channels accessible via direct streaming without an antenna. « This development establishes a new global standard for IP content distribution, » explains Lachlan Roach, VP at Paramount Australia. – Cloud Approach: Titan OS shifts management to the cloud to enable: dynamic updates, centralized app management, better resilience, and optimized monitoring. Control of Customer Relationship – Disintermediation: Integrating content with third parties (Netflix, Samsung, box operators) means ceding part of the direct relationship with the subscriber. According to projections from OC&C Strategy, up to £1 billion in profits could migrate if super-aggregators dominate the War for Attention. – Shared Advertising Revenue: FAST models typically show a split of 50–70% for content creators, 30–50% for platforms, 5–20% for agencies. – Technological Fragmentation: Between Tizen, webOS, Android TV, Roku OS, multi-platform maintenance is costly. Standards like WebAssembly (WASM) and CMAF attempt to streamline multi-screen video service development. – Preserving French Specificities: Regulation (ARCOM, national production quotas) ensures that the explosion of international partnerships doesn’t undermine local creation while stimulating innovation. The Future: Consolidation and CTV Explosion – By 2030, Deloitte predicts 2–3 leading SVOD services per market, accompanied by powerful aggregators (telco, tech, major SVOD players). – Telecom bundling will dominate distribution, channeling 23% of global SVOD subscriptions. – Connected TV advertising revenue will exceed $40 billion USD by 2027. – French broadcasters (TF1, Canal+, M6, France Télévisions) remain capable of imposing hybrid models combining regulation, national content hubs, and international exploitation with Netflix and others.