For years, the streaming wars dominated as more customers cut the cord on cable, new streaming services popped up to challenge Netflix, and an incredible amount of original content was produced. But the days of streaming wars are over.

Customers are overrun by so many streaming services when all they want to do is watch quality shows. Netflix subscribers have flattened in recent years, and Disney+ seems to be the clear winner. In today’s experience economy, customers want incredible content. They are looking for escapism, and the company that can provide the right balance of entertainment and value will come out on top.

So, what comes next for streaming?

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.