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Streamers go to war over marketing

Illustration: Rebecca Zisser/Axios

The battle among streaming companies is getting competitive, as rivals block competitors from marketing on their TV channels or distributing content on their apps.

Why it matters: TV networks, hardware companies and telecom giants control access to some of the biggest audiences for new products, but they want to use that reach to benefit their own streaming offerings and stymie the competition.

New streamers battle over old shows

Photo by George Lange/NBC/NBCU Photo Bank via Getty Images

Streaming services are putting up billions of dollars to win the rights to TV classics like "Friends" and "Seinfeld," both of which debuted over 2 decades ago on broadcast.

Why it matters: Many of these classic shows had previously been made available on other streaming services, but they're now being scooped up — and often for a lot more cash — by rivals that think they're necessary to compete for users.