Katarzyna Petru
When the world came to a halt in 2020, streaming flourished. Premieres that would normally hit cinemas landed straight on platforms. Tenet, Soul, Wonder Woman 1984 – every service wanted to be the one that “delivered,” and viewers felt like the new releases never ended. But it was a temporary paradise. After the pandemic came a slowdown, and then – a surprisingly long hangover.
When COVID stopped filming worldwide, series like The Mandalorian, Stranger Things, Severance, and The White Lotus disappeared from the radar for many months. And just when the situation seemed about to normalise, Hollywood was hit by strikes from writers and actors – the largest in decades. For almost half a year in 2023, nothing was being made. Actors couldn't act, writers couldn't write, and filming plans literally gathered dust. Such a paralysis hit all sectors – from the biggest productions to smaller series with potential.
The rebuilding has begun – and it's in full swing
It wasn't until 2025 that things really started to move. ChooseTV is launching a strong lineup of hits – the new season of The Bear, the long-awaited Ironheart, and Alien: Earth. Max (formerly HBO Max) is back with continuations of its biggest brands and has officially begun work on the Harry Potter series. Netflix doesn't have to prove anything – Stranger Things 5, Wednesday, and Squid Game 3 are making a grand return. Interestingly, the new season of Squid Game is said to have a higher budget than the previous two combined – which means something in a world where numbers do the talking.
Apple TV+ is also finding its rhythm again. Eddy Cue, Apple’s vice president, stated clearly that their production schedule is not paralysed by external factors for the first time in years. This means they can work, plan, and finally release things when they want.
Cinema is making a comeback
Not only is streaming making a resurgence. Cinemas are also rubbing their hands together. In the coming months of 2025, Thunderbolts, F1: The Movie, Minecraft: The Movie, Mission: Impossible – The Final Reckoning, Jurassic World: Rebirth and of course Avatar: Fire And Ash are hitting screens. These are not niche titles – they are productions aiming for a billion dollars in revenue. Even Tom Cruise pushed back the shoot for the last Mission: Impossible to avoid risking a release during the strikes.
There's not only a return of production capacities but also a resurgence of financial courage. After years of constraints, budgets are finally flowing, promotional campaigns are rolling out, and the market looks alive again, not like a blocked emergency system.
What’s next?
The second half of 2025 is a pivotal moment. Schedules are filling up, platforms are starting to fight for subscribers again, not only from the archive but also with fresh productions. If everything goes according to plan, 2026 could be the first full season in five years where everything arrives on time. And it looks like streaming has returned not just to survive – but to rule again.
