Today, families have more entertainment options than ever before. With more time spent at home to watch movies and shows, and more services to choose from due to the emergence of new platforms, the average US household now subscribes to four streaming services, up from three at the outset of the Covid-19 pandemic.

But the streaming landscape has reached a critical tipping point. As restrictions ease, families will soon decide which services they want to keep in the household — and which they’ll cut. The winner of the streaming wars will come down to one business-critical audience: under-16s.