The $110B Streaming Merger Has a Problem — Sooth CEO Ian Baer Breaks It Down
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May 8, 2026
The $110B Streaming Merger Has a Problem — Sooth CEO Ian Baer Breaks It Down
A data-driven look at the five consumer tribes shaping entertainment through 2030 — and why only "The Fandom" is a real win for Paramount–WBD.
Ian Baer, Founder and CEO of Sooth, sits down with Yahoo Finance to discuss the $110B Paramount–Warner Bros. Discovery merger — a deal betting Americans will keep paying more for streaming. But Sooth's ELI data shows the merger misses 4 of the 5 major entertainment consumer tribes, with YouTube quietly emerging as the real winner.
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