Streaming technology significantly alters traditional media consumption by allowing users to access content on-demand, bypassing scheduled broadcasts. This shift enables consumers to watch shows, movies, and live events at their convenience, fostering a more personalized viewing experience. The rise of streaming platforms has led to a decline in cable subscriptions and changes in advertising strategies, as audiences become fragmented across various services. Additionally, streaming facilitates the growth of original content, pushing traditional media companies to innovate and adapt. Overall, it enhances accessibility, influences consumption habits, and reshapes the entire media landscape.