Having transformed how we watch TV, online streaming giants like Netflix have begun to put other parts of the entertainment industry to the test.
While online streaming providers draw consumers in with their affordability, convenience and sheer number of options, could these platforms threaten movie theaters?
Not just yet, analysts and leading chief executives say.
"Our competition is not Netflix. It's not the internet. It is sporting events, it is bowling, it is nightclubs," Tim Richards, CEO of leading U.K. movie theater chain Vue Cinemas, told CNBC last week.
"We're having a record-breaking year this year. 2014 was a disappointing year globally, and the studios just didn't get it right and that happens. It happens typically every five or six years."
"And everybody predicted the ultimate demise of the industry, the Netflix approach, and everything else. (But) it was bad movies, and 2015 came back, rebounded, record-breaking year in almost every market in the world," said Richards, citing "Star Wars Episode VII" as an example.
"We are a growing, vibrant industry and we are one of the few growing channels the studios have for their products right now."