The news: UK regulator Ofcom is opening an inquiry into how the streaming landscape will evolve over the next 15 years after research from the Department for Culture, Media and Sport (DCMS) found that 5% of UK consumers (1.5 million people) will be left out of the streaming ecosystem by 2040 and will still rely on linear TV.

The DCMS found that those left-behind consumers are often older, have lower incomes, and live in rural areas. In a statement to The Hollywood Reporter, Peacock said it’s committed to helping consumers access entertainment regardless of their preferred viewing channel.

Looking forward: How can marketers prepare to reach consumers who won’t be accessible via streaming?