Viewers are still watching a mix of pay TV and streaming, albeit via apps, and why Roku’s been getting heart emojis from Wall Street.

In a July 6 Wired article titled “Is Netflix Losing Its Cool?,” Katie Knibbs refers to Netflix as “the Kleenex of streaming.” She goes on to explain that while the streamer is “so dominant it can stand for the whole of the market,” she feels the service “no longer shines,” has “too much filler and not enough appointment television,” and is facing, for the first time, real competition from the likes of HBO Max and Disney+.

The impact of the pandemic and direct-to-consumer streaming services forced the hand of the studios to offer new theatrical movies at home. And now day-and-date home release has yet another tailwind in its favor: the evolving capabilities of the TV sets people have at home.

Early data on the consumer appeal of new premium content initiatives at Disney+ and HBO Max suggest their competitors will have to come up with a lot more money to continue to compete, and with more than just high-profile movies.