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What If? Prime Cost Less, OpenAI Bought Apple (or Vice Versa), and the Netflix–WBD Deal Never Happens | Behind the Numbers

Behind the Numbers: an EMARKETER Podcast · with Nate Elliott · December 19, 2025 · 36 min

Summary

This episode speculates on "highly unlikely" but impactful scenarios for 2026, including potential changes to Amazon Prime pricing, a hypothetical acquisition between OpenAI and Apple, and the non-occurrence of a Netflix-Warner Bros. Discovery merger. It offers ecommerce operators a framework for anticipating significant market shifts and strategic considerations in pricing, M&A, and competitive dynamics across tech and media giants.

Key takeaways

Themes

finance & fundraisingai & automationamazon & marketplacessubscriptions & ltv

Topics covered

amazon prime pricingopenai apple acquisitionnetflix wbd mergertech and media m&afuture of streamingbusiness forecasting

Episode description

On today’s podcast episode, we discuss our “very specific but highly unlikely” predictions for 2026: what Amazon will do with the price of Prime; between OpenAI and Apple, who’s most likely to buy whom; and why a potential WBD acquisition by Netflix might not go through in 2026—if at all. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Nate Elliott, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna. Listen everywhere, and watch on YouTube and Spotify. To learn more about our research and get access to PRO+ go to EMARKETER.com Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here: https://www.emarketer.com/content/podcast-behind-numbe-what-if-prime-cost-less-openai-bought-apple-netflix-wbd-deal-never-happens © 2025 EMARKETER Campaigns take flight with Viasat Ads. Unlock access to over 250 million passengers annually across leading global airlines, with high-engagement ad formats and real-time delivery. Viasat Ads provides access to a verified audience in a captive environment, so your message reaches passengers when they are ready to engage. Join their journey with Viasat Ads.

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Frequently asked about this episode

What does this episode say about finance & fundraising?
Amazon Prime’s pricing strategy is not static; expect potential adjustments (up or down) driven by strategic considerations and consumer value perception rather than just inflation.
What does this episode say about ai & automation?
Mega-mergers between tech giants like OpenAI and Apple hinge on technological capabilities, market dominance, and strategic ambitions, offering insights into valuation and competitive positioning.
What does this episode say about amazon & marketplaces?
The viability of large-scale media consolidations, such as Netflix acquiring WBD, is heavily influenced by financial realities, strategic alignment, and complex integration challenges, providing lessons on M&A roadblocks.
What does this episode say about subscriptions & ltv?
Forecasting "what if" scenarios for industry titans helps in understanding the drivers of market disruption and competitive strategies, aiding businesses in strategic planning.
What does this episode say about finance & fundraising?
The "streaming wars" and content ownership dynamics continue to redefine the media landscape, impacting how businesses think about subscription models and content acquisition.

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