Another Streaming Player Enters The Fray

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“If only there was just more streaming service I could watch,” said no one ever.

Yet here we are. Yesterday former executives of Disney and Discovery announced a new streaming platform called “Struum,” which will make its debut this spring.

Instead of offering its own original content, Struum will give viewers à la carte access to hundreds of niche streaming services without forcing them to subscribe to each individually.

Marching To The Beat Of Your Own Struum

Discovery+ notwithstanding, the streaming landscape is dominated by elephants. A whopping 95% of U.S. households subscribe to one of Netflix, Disney’s Hulu, or Amazon’s Prime Video. A fourth tech giant, Apple, entered the fray in late 2019.

These well-capitalized firms have made it nearly impossible for new entrants to break in (just ask Quibi, which failed in spectacular fashion after raising nearly $2 billion in venture capital).

Struum Playbook: Inspired by ClassPass, which lets people pick and choose classes at gyms they’re not members of, Struum’s founders decided to bring the same model to streaming:

  • Struum will syndicate over 20,000 TV shows and movies from dozens of niche streaming services under one big content umbrella.
  • For $9.99 a month, users will get 100 “credits” that allow them to pick and choose what shows they want to watch from different streaming services.
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The venture is being backed by Tornante, the investment firm of former Disney CEO Michael Eisner, who told the WSJ it was a “no brainer.”

Four Behemoths and Quibi’s Funeral

Roku, another streaming competitor that doesn’t make its own content, has been on a tear. Roku recently agreed to acquire Quibi catalogue to fill the seemingly unending appetite of its 50 million users.

The Takeaway: These days content might fail, but it never dies.

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