With news that today (just reported by the WSJ) that Apple plans to spend $1Bn on original content, it is game on in the streaming wars.

Disney’s latest move to go it alone is bold, but how will customers feel about having multiple streaming subscriptions? I no longer watch live TV on terrestrial TV.

I watch all TV (in HD compared to standard definition on the UK Freeview service) via my Amazon Fire TV box and have a Netflix and Amazon Prime subscription.

This sends a severe warning shot across the bows of brands who rely on TV advertising to get their message across.

I no longer see TV ads.

Neither will many subscribers of streaming services. Is this the end of TV (and TV advertising) as we know it?