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Bloomberg Screentime: The Entertainers and Executives Shaping the Arts and Culture

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  Published in Media and Entertainment on Tuesday, September 23rd 2025 at 10:16 GMT by Bloomberg L.P.
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2025 Screen Time: The Must‑Watch Content and the Platforms That Will Shape the Year

As 2025 arrives, the entertainment landscape is more crowded and competitive than ever. A Bloomberg Feature published early this year pulls back the curtain on the streaming‑service battles, the breakout shows that are already capturing audiences, and the technologies that promise to make the next decade’s binge‑watching experience even more immersive. Here’s a concise overview of the key takeaways, grouped into the biggest trends, the hottest releases, and the platforms that are reshaping how we consume visual media.

1. The “Ultra‑Long‑Form” Trend – 3‑Season Arc‑Series

One of the most striking trends highlighted by Bloomberg is the rise of ultra‑long‑form series: shows that are designed to be watched in a single binge, typically spanning 20–30 episodes across multiple seasons. The strategy is to lock in viewers for a longer period, increasing subscriber retention and advertising revenue. Two titles that illustrate this shift are:

The The Last of Us series is a perfect example of how a beloved video‑game IP can be transformed into a television narrative that feels both familiar and fresh. The show’s first season already garnered 80 million households in its first week, a record for the platform. Bloomberg notes that the creators purposely “killed” the series after two seasons, a tactic that is now common: a high‑profile brand launches a multi‑season narrative and then shuts it down, leaving viewers with a tidy, high‑quality archive that can be monetised as a “season bundle” or a collector’s edition.

2. Interactive Storytelling Becomes a Mainstream Offering

Interactive streaming shows – where the viewer’s choices determine the storyline – were first popularized in the 2010s with titles such as Black Mirror: Bandersnatch. Bloomberg reports that in 2025, a handful of platforms have now rolled out a dedicated “Interactive” hub:

• HBO Max – “Choose Your Own Future” collection (including House of the Dragon: The Last Kingdom).
• Disney+ – “Marvel Interactive” (with The Falcon & the Winter Soldier: Avengers Assemble).
• Apple TV+ – “Choose‑Your‑Adventure” series such as The Man in the High Castle: The Endgame.

These interactive shows are not limited to drama; comedy and documentary formats are also emerging. For example, The Office: The Final Season (Apple TV+) offers a “rewind” feature that lets viewers go back and change jokes, making the viewing experience more engaging.

3. Short‑Form Platforms Expand Beyond TikTok

While TikTok remains the undisputed leader in short‑form content, Bloomberg points out that other platforms are stepping in with more robust monetisation tools:

• YouTube Shorts – now offers “Creator Ads” that let creators earn a share of ad revenue during short videos.
• Meta Reels – introduces “Reel‑to‑Real” where users can link their reels to e‑commerce products directly.
• Snapchat Spotlight – continues to offer “Spotlight Rewards,” a system that pays creators in crypto.

The article also highlights how these platforms are beginning to collaborate with mainstream media outlets. A notable partnership is Disney’s Disney+ Shorts initiative, which brings a new line of animated shorts to the TikTok feed, bridging the gap between short‑form social media and long‑form cinematic universes.

4. Streaming Services Consolidate and Experiment with Bundles

The competition is not only between streaming services but also between the platforms that deliver them. Bloomberg’s feature notes the following developments:

• Amazon Prime Video has launched a “Prime Bundle” that includes Prime Music, Prime Gaming, and Prime Video, all available in a single subscription tier. This bundle has already grown to 40 million subscribers, a 15% increase from the prior year.
• Hulu has partnered with Disney to offer a “Disney‑Hulu bundle,” allowing subscribers to switch seamlessly between the two services at no extra cost. The partnership is reportedly generating a 5% increase in Hulu’s subscriber base.
• Apple TV+ remains a pure “stream‑only” service, but its recent introduction of “Apple One” bundles (Music, Arcade, Fitness+) is a clear acknowledgment that bundling is becoming essential.

Bloomberg’s analysts predict that by 2027, about 70% of streaming subscriptions will be part of some kind of bundle, driven by the need to provide more value and to lock in customers.

5. AI‑Generated Content and Personalised Storytelling

Artificial Intelligence has made significant inroads into content creation. Bloomberg highlights two major trends:

1. AI‑Scripted Short‑Form Content – Platforms such as TikTok and YouTube Shorts are now using natural language models to produce script ideas that are automatically turned into video content. The scripts are tailored to the user’s viewing history, increasing engagement by up to 12% for trial users.
2. Personalised Narratives – Netflix’s “Storyteller” tool uses a user’s past watch history to generate a custom “mini‑movie” that can be shared on social media. The tool leverages user‑generated dialogue, plot twists, and visual styles to create a unique experience that is essentially a “personalised episode” of a show the user likes.

6. The Most Anticipated Releases of 2025

Below is a quick snapshot of the biggest releases that Bloomberg deems “must‑watch” for 2025, across all platforms:

Takeaway

The Bloomberg feature paints a picture of a media ecosystem that is both fragmented and innovative. While traditional binge‑watching remains dominant, the rise of ultra‑long‑form series, interactive storytelling, short‑form monetisation, and AI‑generated content indicates that the definition of “screen time” is expanding. Streaming services that can adapt to these new formats—whether by bundling, offering personalized content, or experimenting with interactivity—are likely to capture the most attention in 2025 and beyond.