While the merger could potentially reshape OTT advertising with premium targeting, the reduced ad inventory raises challenges for agencies, limiting their negotiation leverage.

Reliance and Disney have completed their landmark Indian media merger, creating an $8.5 billion entertainment powerhouse in the country's streaming and Reliance and Disney complete landmark Indian media merger,

Reliance Industries and Disney completed their long-awaited media merger, creating an Indian powerhouse valued at $8.5 billion.