Specialty streaming services form global coalition to influence platform regulation

Fifteen specialty streaming services announced the formation of Beyond Mainstream: A Global Streaming Alliance on November 4, 2025, uniting platforms with audiences in nearly every country to advocate for regulatory frameworks that account for specialized platforms' distinct operational characteristics. The coalition includes AMC Networks' Acorn TV, ALLBLK, HIDIVE, Shudder, and Sundance Now; Crunchyroll; NDM+; OUTtv; Pure Flix; Rakuten Viki; The Roku Channel; SonyLiv; Sony One; Tubi; and Zee5.

The alliance emerges as global policymakers develop streaming regulations that have historically focused on major platforms while overlooking specialized services. Beyond Mainstream will advocate for regulatory frameworks recognizing the operational differences between mainstream platforms and genre-specific services serving niche audiences. "Our targeted portfolio attracts passionate and loyal fans who come to us for community, curation and the content they love," said Dawn Botti, EVP Legal and Business Affairs for AMC Networks. "By joining the Beyond Mainstream coalition, we're uniting with other specialized services to ensure viewers can easily access a range of content offerings and to advocate for alternatives to one-size-fits all policies."

The coalition's formation follows increasing regulatory attention to streaming platforms. California established the first state-level regulations requiring video streaming services to control commercial advertisement volume when Governor Gavin Newsom signed Senate Bill 576 into law on October 6, 2025. The legislation extends federal television broadcast standards to streaming platforms, requiring compliance by July 2026. Technical implementation presents challenges for streaming services operating global distribution networks, particularly those with limited infrastructure resources compared to mainstream platforms.

Nijel de Mesa, President/CEO of NDM+, characterized the coalition's timing as particularly relevant given emerging frameworks for digital governance. "This coalition is especially timely as new systems for digital democracy and global governance are on the horizon," de Mesa stated. "Beyond Mainstream will foster mutual cooperation so members can act together to secure a vibrant and sustainable future for streaming in the global entertainment landscape."

The member platforms span multiple genres and audience demographics. Crunchyroll focuses on anime content, while OUTtv serves LGBTQ+ audiences. Pure Flix targets faith-based programming, and platforms like SonyLiv and Zee5 cater to South Asian audiences. Tubi operates as a free ad-supported streaming service, having surpassed 100 million monthly active users in May 2025 with entirely advertising-based monetization. The Roku Channel represents another free ad-supported model, with Roku-powered devices accounting for 21.4% of television viewing share in July 2025.

Brad Danks, CEO of OUTtv Media Global Inc., emphasized the coalition's goal of ensuring visibility for diverse programming. "By joining together as the Beyond Mainstream coalition, independent and specialized streaming services can champion fair access and visibility for diverse programming," Danks said. "Our shared goal is to build an equitable media environment that reflects the full range of audiences and perspectives — something we can only achieve by working together."

The streaming advertising landscape has undergone substantial transformation throughout 2025. Connected television advertising spending reached $33.35 billion in 2025, driven by enhanced targeting capabilities and improved ad formats. Specialized platforms face distinct challenges accessing this advertising infrastructure compared to larger competitors. Netflix expanded programmatic advertising capabilities throughout 2024 and 2025, adding Amazon DSP to existing relationships with The Trade Desk, Google Display & Video 360, Microsoft, and Yahoo DSP. Smaller platforms often lack resources to establish comparable programmatic partnerships.

Regulatory frameworks developed for mainstream platforms may not account for specialized services' operational realities. Content acquisition costs, advertising infrastructure requirements, and technical compliance obligations create disproportionate burdens for platforms operating at smaller scale. The coalition aims to ensure policymakers understand these distinctions when developing regulations affecting streaming services.

The alliance structure provides collective advocacy capabilities that individual platforms cannot achieve independently. Beyond Mainstream will participate in global regulatory discussions, providing policymakers with perspectives from specialized platforms serving diverse audiences. The coalition's website at beyondmainstreamalliance.com will serve as a central information resource about member platforms and policy positions.

Member platforms utilize varied monetization models reflecting different audience relationships. Free ad-supported services like Tubi and The Roku Channel depend entirely on advertising revenue, while subscription-based platforms like Shudder and Sundance Now rely on subscriber fees. This diversity complicates regulatory compliance when frameworks assume uniform business models across streaming services.

Advertising technology continues advancing across streaming platforms. Magnite introduced machine learning-powered ad podding and rolled out pause ads for streaming television, while Microsoft launched Premium Streaming campaigns targeting premium inventory. Specialized platforms need regulatory frameworks that accommodate diverse approaches to advertising implementation rather than mandating uniform technical standards.

The coalition's formation reflects broader streaming market dynamics where platform proliferation creates fragmentation challenges for both viewers and advertisers. Index Exchange advanced duration-based metrics for streaming TV measurement in September 2025, addressing fundamental limitations in legacy programmatic metrics. Specialized platforms require regulatory approaches that enable technological adaptation without imposing compliance costs exceeding their operational capacity.

Content diversity represents a central advocacy focus for Beyond Mainstream. Specialized platforms provide programming for audiences underserved by mainstream services, including international content, genre-specific material, and culturally focused programming. Regulatory frameworks that create barriers for specialized platforms reduce content diversity available to viewers globally.

The alliance structure enables member platforms to share resources for regulatory compliance while maintaining independent operations. This collaborative approach addresses challenges specialized services face when navigating complex regulatory requirements across multiple jurisdictions. European streaming markets demonstrate particular regulatory complexity, with frameworks varying across member states despite European Union coordination efforts.

Advertising measurement capabilities have become increasingly sophisticated across streaming platforms. TripleLift expanded streaming measurement capabilities through iSpot integration in December 2024, introducing streaming competitive intelligence to programmatic advertising platforms. Specialized platforms need proportionate regulatory treatment that recognizes their measurement capabilities may differ from larger competitors while still providing advertiser accountability.

The coalition's establishment provides specialized streaming services with unified representation in policy discussions that will shape industry structure for years. Direct-to-consumer streaming distribution has enabled content creators and niche services to reach global audiences without traditional distribution intermediaries. Regulatory frameworks should support this diversity rather than creating barriers that favor established platforms.

Beyond Mainstream's advocacy priorities will include ensuring proportionate regulatory treatment, maintaining content diversity, and preserving viewer choice across streaming options. The coalition represents approximately 15 distinct services spanning multiple genres, business models, and geographic markets.

Timeline

• November 4, 2025: Beyond Mainstream: A Global Streaming Alliance launches with 15 specialty streaming platforms as founding members
• October 6, 2025: California Governor Gavin Newsom signs Senate Bill 576 requiring streaming platforms to match advertisement volume to programming by July 2026
• September 2025: Index Exchange implements duration-based reporting for streaming TV advertisementsaddressing limitations in legacy programmatic metrics
• September 10, 2025: Netflix and Amazon Ads announce partnership providing advertisers using Amazon DSP with direct access to Netflix's premium ad inventory
• August 26, 2025: Magnite rolls out Pause Ads across streaming providers including DIRECTV, DISH Media, and Fubo
• August 4, 2025: Microsoft Advertising introduces Premium Streaming campaigns enabling advertisers to place video advertisements across premium streaming services
• June 2025: Tubi surpasses 100 million monthly active users operating entirely on advertising revenue without subscription fees
• November 8, 2025: Fubo Channel Store launches with direct-to-consumer streaming plans including standalone subscriptions

Summary

Who: Fifteen specialty streaming services including AMC Networks' Acorn TV, ALLBLK, HIDIVE, Shudder, and Sundance Now; Crunchyroll; NDM+; OUTtv; Pure Flix; Rakuten Viki; The Roku Channel; SonyLiv; Sony One; Tubi; and Zee5, led by executives including Dawn Botti (EVP Legal and Business Affairs, AMC Networks), Nijel de Mesa (President/CEO, NDM+), and Brad Danks (CEO, OUTtv Media Global Inc.).

What: Formation of Beyond Mainstream: A Global Streaming Alliance, a coalition advocating for fair and proportionate regulations for specialized streaming platforms, ensuring viewers can access diverse content while giving these services representation in global policy discussions.

When: November 4, 2025, with the announcement distributed through media contact Dimitri Banas at Burson Global.

Where: Global coalition with member services having audiences in nearly every country worldwide, spanning multiple genres, business models, and geographic markets from international to genre-specific platforms.

Why: To ensure specialized and regional streaming platforms receive proportionate regulatory treatment as global policymakers shape streaming industry frameworks, preventing one-size-fits-all policies that may disadvantage smaller platforms while protecting content diversity and viewer choice.