Consumers Put A WBD-Paramount Merger On Probation

2026-04-17 · Source: Featured Blogs - Forrester · Field: Media & Entertainment — Digital Media & Streaming, Content Creation & Production, Publishing & Journalism · Depth: Intermediate, short

Summary

Forrester's March 2026 Consumer Pulse Survey reveals that US streaming subscribers are "cautiously undecided" about the proposed Warner Bros. Discovery (WBD) and Paramount merger, with only 41% believing it will improve the entertainment experience. Consumers set clear conditions for support: no price increases, no dilution of content quality, and no elimination of choice, fearing consolidation will "screw subscribers for scale" given a 54% average increase in streaming costs since 2021. Specific concerns include the potential for price hikes, the risk to creative programming (especially HBO's brand like "House of the Dragon"), and a desire for options over a "cable 2.0" scenario. Furthermore, news consolidation is a "red line" for many, with only 39% agreeing that combining major news organizations like CNN and CBS News would benefit consumers, citing grave doubts about unbiased journalism and independence. This consumer skepticism presents a significant challenge as WBD shareholders prepare to vote on the deal on April 23.

Key takeaway

Forrester's survey reveals US streaming subscribers are "cautiously undecided" on the WBD-Paramount merger, with only 41% expecting improved entertainment and 37% neutral. Support is conditional on avoiding price hikes (streaming costs up 54% since 2021), maintaining content quality (especially HBO), and preserving choice. News consolidation is a "red line," with only 39% seeing consumer benefit, signaling significant challenges for deal approval and post-merger strategy.

Topics

• WBD-Paramount Merger
• Consumer Pulse Survey
• Streaming Industry Consolidation
• Subscription Pricing Strategy
• Content Quality Concerns

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Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.