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For the consumer, this has created a paradox of choice. The total cost of accessing all popular media has skyrocketed. However, the quality of exclusive content has also never been higher. To win the streaming wars, studios are betting billions on auteurs. Apple TV+ produced CODA —the first streaming film to win the Best Picture Oscar. Amazon spent $1 billion on The Lord of the Rings: The Rings of Power .

The rise of exclusive content on streaming services has had a significant impact on traditional TV and movie theaters. Many people are now choosing to stay home and watch content on streaming services rather than going to the movies or watching traditional TV. hegre230718annalsexonthebeachxxx1080 exclusive

: Exclusivity now extends beyond scripted series to live sports and events. Success stories include YouTube TV's exclusive NFL Sunday Ticket and Peacock's integration of Premier League soccer. For the consumer, this has created a paradox of choice