According to Business Insider, Disney and YouTube TV just ended a 15-day blackout that marked Disney’s longest carriage dispute ever, with channels including ESPN returning to the streaming service on Friday. Disney’s annual 10-K report warns investors that more blackouts are likely ahead when distribution contracts with pay-TV providers expire in fiscal year 2026. Media analyst Alan Wolk of TVREV says there’s a “good chance” carriage disputes will become commonplace that year given the state of the TV industry. The core conflict revolves around how much Disney’s networks like ESPN are worth, with Google claiming paying Disney’s desired rates would have forced a second YouTube TV price hike within a year.
The vicious cycle
Here’s the thing about the current TV landscape: it’s creating this brutal feedback loop. As cord-cutting accelerates, media companies and TV providers are both trying to squeeze more money from the remaining customers. But that just makes pay-TV even less attractive, pushing more people to cancel. We’re basically left with a market where only die-hard sports fans and cable news junkies are willing to pay these escalating prices.
And Disney knows exactly what leverage it has. They own the crown jewels of live television – sports rights. When they go into negotiations, they’re essentially saying “You need us more than we need you.” But at what point do customers just say enough is enough? YouTube TV already costs $73 monthly, and another price hike might push even loyal subscribers over the edge.
Changing leverage dynamics
What’s fascinating is how different players have different motivations now. YouTube TV had substantial leverage because it’s backed by Google’s deep pockets. But look at traditional cable companies like Charter – they’re practically treating TV as a loss leader these days. Their real business is broadband internet, and video subscriptions are just there to “create stickiness” and keep customers from switching providers.
Charter’s actually been innovative here. Their deal with Disney to bundle streaming services directly into cable packages has slowed their cord-cutting rate dramatically. They went from losing 294,000 video subscribers in a quarter to just 70,000. That’s a remarkable turnaround that other providers are now copying.
What’s coming in 2026
So why 2026? That’s when a bunch of distribution contracts expire simultaneously. Media giants like Disney need to show investors they’re extracting maximum value from their networks. But TV providers increasingly have reasons to push back hard. DirecTV, for example, doesn’t have the broadband safety net that cable companies enjoy, so they’re experimenting with “skinny bundles” focused on specific content like sports or news.
The fundamental problem is simple: there are fewer pay-TV subscribers every year, but the content costs keep rising. Something’s gotta give. Either providers absorb the costs and take the hit to their margins, or they pass them along to customers and accelerate the cord-cutting trend even further. Either way, sports fans are caught in the middle, and 2026 is shaping up to be a real mess for anyone who still wants to watch live TV the traditional way.
