Entertainment marketing has reached the streaming tipping point

The industry that once monetised captive linear audiences now faces a structural break: streaming has overtaken broadcast and cable combined for the first time, viewing has shifted decisively in four years, most subscribers would drop even a favourite service over a five-dollar rise, and two-thirds now watch with advertising. Winning media and entertainment brands are not simply chasing reach; they are rebuilding the marketing operating model, governing content, performance and brand investment as one, and holding every partner to measurable value. VA helps entertainment leaders orchestrate that ecosystem, optimise the media budget and prove ROI.