[Brekkie]

I think the big problem for the linear channels is the move of subscription streamers to taking advertising alongside a smalker subscription fee.

Netflix etc. were not competition for advertisers until a year or so ago and although the shift to streaming had changed the market over the last decade the legacy broadcasters were shifting with it and had somewhat adapted with it as the subscription model challenged the pay-TV industry most directly and bought in customers who previously hadn't subscribed to service. Now the ad supported model challenges them directly and offers more targeted campaigns which advertisers are willing to pay a significant premium for.

Meanwhile as customers are happy to downgrade their pay subscriptions and pay a lesser fee in return for a few ads they are not so happy to pay a similar fee to get their ITVX/C4 content ad free.