The streaming gold rush couldn’t last forever. From a business perspective, TV has had a pretty rough year, from Netflix’s financial woes to Warner Bros. Discovery’s post-merger growing pains to this month’s shocking news that former Disney CEO Bob Iger had replaced his successor Bob Chapek at the company’s helm, following the revelation that Disney+ was gaining a lot of subscribers but losing a lot of money. Like many other tech-driven niches, from digital media to rideshare apps, streaming seems to be seeing the price tag of rapid expansion exceed the revenue generated by even the most auspicious uptick in users. The dilemma of how to cut costs without hemorrhaging subscribers remains unsolved, and may indeed be unsolvable.