Explainer: Why TV channels and streaming services are teaming up

Entertainment Sep 29, 2025

TV and streaming services are teaming up to air the same shows—like MX Player's "Rise and Fall" also running on Sony Entertainment Television.
It's a move to keep up with how we actually watch content now, letting shows reach more people across different screens.

What's in it for the platforms and advertisers?

For platforms, syndication helps cover production costs as streaming subscriptions slow down, while tapping into both family TV viewers and younger OTT fans.
SET says this multi-platform strategy boosts engagement without extra spending.
For viewers, it means more freedom to watch where you want; for advertisers, it offers bigger reach with unified campaigns across TV and digital—making ads work smarter in today's scattered media world.