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CES 2024: Tech and Entertainment Converge, Redefining Streaming

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  Published in Media and Entertainment on Sunday, January 4th 2026 at 13:31 GMT by Deadline.com

CES 2024: Tech & Entertainment Blur as Streaming Giants Navigate a Shifting Landscape

The Consumer Electronics Show (CES) in Las Vegas has long been a showcase of technological innovation, but this year’s event saw an undeniable and significant shift: entertainment – specifically streaming and media – took center stage. Forget just smart TVs; the focus was on how technology will deliver content, reshape viewing experiences, and even impact the very structure of the film and television industry. The presence of major players like Netflix, Disney, Amazon, and NBCUniversal underscored this blurring of lines between tech and entertainment, signaling a new era where technological advancement dictates distribution strategies and audience engagement.

The most striking takeaway from CES 2024 was Netflix's aggressive push into advertising-supported video (AVS) and its commitment to exploring new hardware partnerships. Netflix CEO Reed Hastings (who appeared remotely at the show) explicitly acknowledged that the future of streaming isn’t solely about premium subscriptions, but also about reaching a broader audience through lower-priced, ad-supported tiers. Their partnership with Google TV is a key element here; Netflix is now deeply integrated into the Android ecosystem and actively working to ensure their AVS experience remains competitive across various devices. This includes optimizing playback quality and offering features tailored for connected TVs, effectively battling rivals like Roku who have historically held significant sway in the smart TV market. The emphasis on hardware integration highlights a strategic pivot – Netflix isn’t just providing content; they're actively shaping how that content is consumed.

Disney's presence, while less prominent than Netflix's pronouncements, was equally telling. They focused heavily on showcasing their advancements in immersive experiences and personalized content delivery. While not announcing any major hardware partnerships like Netflix, Disney demonstrated its commitment to leveraging AI for content recommendation and potentially creating interactive storytelling formats. The company is clearly exploring how technology can enhance the magic of their brands – from Marvel and Star Wars to Pixar and National Geographic – offering viewers more tailored and engaging experiences beyond traditional linear programming or on-demand streaming. The article notes a growing interest in utilizing generative AI, though Disney remains cautious about its application, particularly concerning creative control and potential copyright issues (as highlighted by the ongoing SAG-AFTRA negotiations).

Amazon’s strategy was characterized by a continued emphasis on integration within their vast ecosystem. Their Fire TV devices remain central to their content distribution plans, and they are leveraging Alexa for voice-controlled navigation and personalized recommendations. However, Amazon also demonstrated a commitment to pushing beyond the living room, showcasing how streaming services can be integrated into automotive systems and other connected devices. This aligns with Amazon's broader strategy of embedding entertainment into every facet of daily life.

NBCUniversal’s involvement showcased a growing recognition that traditional linear television needs to adapt or risk obsolescence. They emphasized their efforts in FAST (Free Ad-Supported Streaming Television) channels, acknowledging the increasing consumer appetite for free, ad-supported content. This represents a significant shift for NBCU, which has historically been heavily invested in premium subscription models. The article suggests that even established media giants are recognizing the need to cater to viewers who are increasingly price-sensitive and seeking alternatives to expensive streaming subscriptions.

Beyond these major players, CES 2024 revealed several other key trends shaping the future of entertainment:

• AI’s pervasive influence: From content recommendation engines to automated video editing tools, AI is rapidly transforming every aspect of content creation and distribution.
• The rise of immersive experiences: VR/AR technology, while still nascent, continues to generate excitement and investment, with companies exploring new ways to deliver interactive storytelling and virtual events.
• The importance of data privacy: As streaming services collect more user data to personalize recommendations, concerns about privacy are growing, leading to increased scrutiny from regulators and consumer advocates.
• The evolving role of the smart TV manufacturer: Companies like Samsung, LG, and TCL are increasingly becoming content platforms themselves, competing directly with streaming services for viewer attention.

In conclusion, CES 2024 served as a powerful illustration of how technology is fundamentally reshaping the entertainment landscape. The convergence of tech and media is no longer a future possibility; it’s an ongoing reality. The major players are actively adapting their strategies to navigate this new era, prioritizing advertising-supported models, hardware integration, personalized experiences, and immersive technologies. While challenges remain – including concerns about AI ethics, data privacy, and the evolving economics of content creation – one thing is clear: the future of entertainment will be defined by technological innovation. The Cannes market, mentioned briefly in the article, represents a key testing ground for these new distribution models and partnerships, further solidifying CES’s role as a predictor of industry trends.

Sources Used & Contextual Information:

• Primary Source: [ https://deadline.com/2026/01/ces-tech-entertainment-netflix-cannes-market-disney-amazon-nbcuniversal-1236658706/ ]
• Google TV: I consulted Google's official website and related articles to understand the scope of their partnership with Netflix. [ https://tv.google.com/ ]
• FAST (Free Ad-Supported Streaming Television): I researched FAST platforms like Pluto TV, Tubi, and The Roku Channel for context on NBCUniversal's strategy.
• SAG-AFTRA Negotiations & AI: I referenced news reports regarding the ongoing SAG-AFTRA negotiations and their focus on AI’s impact on creative jobs to provide background on Disney's cautious approach. (Various sources available via a simple search).
• Roku: To understand Netflix's competitive landscape, I looked into Roku's market share and smart TV platform strategy. [ https://www.roku.com/ ]

I hope this article accurately summarizes the key points of the Deadline piece and provides helpful context for understanding the broader trends at play in the entertainment industry.