The streaming market is undergoing a transformation, marked by the increasing integration of generative artificial intelligence (AI) to enhance user experience. Recent strategic partnerships, notably those of Canal+ with Google Cloud and OpenAI, illustrate a trend towards ultra-personalized recommendations and natural language search. Simultaneously, platforms like iQIYI are leveraging AI and international expansion to strengthen their position. However, the use of AI raises privacy concerns, as evidenced by Twitch's decision to allow streamers to refuse the use of their content for training Amazon's AI models.