Ampere Analysis considers what would happen to video industry business models if high-end scripted drama (distributed via broadcasters and premium streamers) and high-quality influencer and creator content on video sharing platforms (VSPs) like YouTube and TikTok was valued equally by media buyers. This analysis assumes that the higher CPMs currently earned for scripted drama and the lower CPMs typical of VSPs converged, so that each received the same CPM (in the middle of the current range). Where could scripted drama be monetised better to make up for the loss in advertising revenues, and is more subscription TV the answer? Could the lost revenue ever be recovered – and what would that mean for TV production? Would VSPs gain unstoppable market power in ad-supported streaming?