With the end of Peak TV comes the era of rationalization. Subscriber volatility has driven VOD platforms toward ad-based models, further straining the advertising market. Monetization battles now encompass legacy broadcasters, FAST channels, the digital creator ecosystem, and VOD platforms. Who will fund high-end fiction, in-depth investigations, and documentaries as cheaper, self-produced content dominates the monetization race? Can creativity thrive and bold storytelling endure in an increasingly challenging landscape?