From a business perspective, exclusivity allows platforms to build a distinct brand identity. Disney+ would be nothing without the vault of Marvel and Star Wars exclusives; Amazon Prime Video leverages The Lord of the Rings: The Rings of Power to drive retail subscriptions. In this sense, exclusivity has funded spectacle. Budgets that once seemed impossible for television (hundreds of millions for a single season) are now standard, purely because a platform needs a flagship to justify its monthly fee.
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The ultimate frontier of exclusive popular media is live sports. Tech platforms are rapidly buying up exclusive broadcasting rights to major sports leagues (such as the NFL, MLS, and Premier League). Unlike scripted dramas, sports offer built-in, highly passionate audiences and are entirely immune to the practice of "binge-watching and canceling." Challenges in the Age of Fragmentation From a business perspective, exclusivity allows platforms to