For years, media firms such as Disney, FOX, Warner Bros. Discovery, and Paramount relied on intermediary, middleman, or go-between organizations such as cable TV and YouTube TV to deliver their content.

They are rapidly cutting out the “middleman” and delivering their material directly to consumers, eliminating the need for YouTube TV and others to share in the profits.

last shift became obvious last year when Disney, FOX, and Warner Bros. Discovery announced a partnership to develop a single sports streaming service that would include live feeds of their respective channels. This solution eliminates not only the intermediary of cable TV, but also streaming providers such as YouTube TV and Sling TV.

READ MORE: YouTube TV Reaches 8 Million Subscribers, Ranking First Among Online TV Streaming Services

Other services have likewise been gradually eliminating the intermediary. Peacock and Paramount+ have begun providing live streams of their local networks based on the package you subscribe to. Other services, such as Max and Disney+, have provided customers access to programming that formerly required a cable TV subscription. You can now pay these companies directly to have access to shows without paying for a costly cable subscription.

This puts both cable TV and streaming services at risk of losing subscribers. And by eliminating the middleman, media businesses might increase earnings while incurring higher expenditures. In the long run, if they have established their services, applications, and subscriber bases, this strategy might deliver greater income straight to huge media corporations without the need for other companies (who would receive a portion of the earnings).

READ MORE: There Are Currently More Than 100 Million Subscribers To YouTube Music And Premium

The challenge today is whether they can manage the requirement to keep cable TV companies happy while developing their own offerings, which put those companies at risk. Fubo has already openly expressed concerns about several of these new streaming providers.

For the time being, the future appears to be flowing directly to the owners of your material, but we are still a long way from the day when services like YouTube TV or cable TV are no longer required.