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Live sports and award shows are the last bastions of appointment viewing. When Taylor Swift announces a new album during a Grammys broadcast exclusive to Paramount+, or when a football playoff game is locked behind a Peacock paywall, the event becomes the ultimate exclusive trending moment.

For the last decade, the streaming wars were won by whoever had the largest library. Netflix, Spotify, and YouTube competed on volume. But today, volume is noise. cumlouder 0 exclusive