New Streaming Policy Coalition
Netflix, Amazon, and YouTube Form New Coalition to Lobby Washington on Streaming Policies
Anonymous
Key Points
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SACA’s creation follows rising streaming prices and increasingly fragmented programming, which have fueled public concern about the value and accessibility of online video services.
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Sports access is an especially prominent issue for the coalition: Prime Video and Netflix are carrying exclusive NFL games, while broadcasters and the FCC have pushed for sports programming to remain available free over broadcast stations.
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SACA fills a gap left by the shutdown of the Internet Association, a former technology-industry lobbying group, while the Motion Picture Association primarily represents entertainment companies and studios rather than streaming-specific interests.
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The Video Futures Collective is evolving from an informal think tank into a formal industry organization, with activity scheduled to begin in early September 2026 and Disney Advertising participating alongside Netflix, Amazon Prime Video and YouTube.
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The measurement initiative responds to the absence of a common streaming equivalent to Nielsen: platforms rely on proprietary metrics, self-reported figures and third-party estimates that can conflict, making it harder for advertisers to allocate budgets efficiently.
Netflix, Amazon, and YouTube have launched the Streaming Access and Choice Alliance, a new lobbying group led by TechNet executive Mike Ward. The coalition pushes for technology-neutral policies and consumer choice as streaming prices rise and sports programming fragments across paywalls Quartz. The move comes as regulators examine whether the Sports Broadcasting Act of 1961—which lets leagues collectively sell TV rights—still makes sense when sports move behind streaming paywalls Archynetys.
Separately, Netflix, Amazon, YouTube, and Disney Advertising are forming the Video Futures Collective to build common audience-measurement standards. Right now, platforms rely on different metrics and self-reported numbers, making it hard for advertisers to compare audiences and spend budgets wisely Yahoo Finance.
Why Streaming Giants Are Teaming Up on Policy
The coalition fills a void left by the Internet Association, which shut down, and the Motion Picture Association, which represents studios more than streaming platforms Quartz. Netflix, Amazon, and YouTube needed a dedicated voice in Washington on issues like sports access and distribution rights—areas where their interests differ from traditional entertainment companies.
Netflix shares climbed 4% after the announcement Yahoo Finance, signaling investor enthusiasm for the company's bid to challenge sports broadcasting rules that currently lock streaming services out of live games.
Sports Streaming Is the Coalition's First Target
Exclusive NFL games now air on Prime Video and Netflix, but broadcasters and regulators want sports to stay free on traditional TV. The coalition aims to loosen the antitrust exemption that lets sports leagues collectively sell rights Archynetys. That exemption protected broadcast access when TV was the only platform. Now that streaming dominates, the rules may need updating.
Regulators at the FCC and Justice Department are actively reviewing whether the 1961 law still serves consumers well Quartz. The coalition wants a say in that debate before new rules lock streaming platforms out of premium content.
Building Common Streaming Measurement Standards
Today, each platform measures viewers differently. Netflix uses one system, YouTube another. Advertisers struggle to compare audiences and allocate budgets fairly Yahoo Finance. The Video Futures Collective aims to fix this by creating shared standards, much like technical standards that help different companies work together.
The collective launches in early September 2026 with Disney Advertising joining Netflix, Amazon, and YouTube Yahoo Finance. Shared data makes streaming a more credible advertising channel and helps platforms compete better with traditional TV and each other.
Addressing Rising Prices and Fragmented Content
Consumers face higher streaming bills and fragmented programming spread across many services Archynetys. The coalition frames this as a choice issue—platforms want freedom to set their own prices and policies without heavy regulation. But regulators worry that exclusive sports deals behind paywalls harm access.
The coalition's message: let market competition, not old broadcast rules, determine what consumers get. This lobbying effort will likely shape whether streaming platforms can bid freely for live sports in the years ahead.
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