Netflix and Disney+ are locked in a high-stakes battle for the global streaming rights to 'The Last Kingdom: Bloodlines,' signaling a new phase in the streaming wars.
Netflix and Disney+ are engaged in a fierce competition for the global streaming rights to 'The Last Kingdom: Bloodlines,' a much-anticipated spinoff of the hit historical drama, with negotiations intensifying in July 2026, according to Variety.
The streaming wars have reached a new level as major platforms vie for exclusive content to attract and retain subscribers. The battle over 'The Last Kingdom: Bloodlines' highlights the escalating stakes in the global streaming market.
Background: The Rise of 'The Last Kingdom'
The original series, 'The Last Kingdom,' was a critical and commercial success, running for five seasons on Netflix and garnering a dedicated international fanbase, as reported by The Hollywood Reporter.Set in medieval England, the show blended historical drama with action, drawing viewers from over 190 countries. Its popularity led to the commissioning of a feature film, 'Seven Kings Must Die,' and now the spinoff series 'Bloodlines.'
Disney+ Enters the Fray
While Netflix has traditionally held exclusive rights to the franchise, Disney+ has aggressively pursued 'Bloodlines,' seeking to expand its adult content portfolio and challenge Netflix's dominance in the genre.According to Deadline, Disney+ has been negotiating with Carnival Films, the British production company behind the series, to secure international streaming rights. The move is part of Disney+'s broader strategy to diversify beyond family and superhero content.
Negotiation Details Emerge
Sources familiar with the talks told Bloomberg that both platforms are offering record-breaking licensing fees, with bids reportedly exceeding $250 million for multi-year global rights.The negotiations are complicated by existing contracts, regional licensing deals, and the desire for simultaneous worldwide release. Industry analysts say this deal could set a precedent for future high-profile content acquisitions.
Why 'Bloodlines' Matters
'The Last Kingdom: Bloodlines' is expected to draw millions of viewers upon release, with fan forums and social media buzzing about casting rumors and plot details, according to Screen Rant.The spinoff will reportedly focus on a new generation of characters while retaining the original's epic storytelling and production values. Early footage screened at Comic-Con 2026 received standing ovations, fueling anticipation.
Streaming Wars: The Bigger Picture
The fight for 'Bloodlines' comes amid a broader shift in the streaming landscape. Platforms are consolidating, raising prices, and investing heavily in exclusive franchises to differentiate themselves.
Data from Statista shows that global streaming subscriptions surpassed 1.6 billion in 2025, with Netflix and Disney+ accounting for nearly 45% of the market. Both are under pressure to maintain growth amid increased competition from Amazon Prime Video, Apple TV+, and regional players.
Impact on Viewers and Industry
For viewers, the outcome will determine where and how they can watch 'Bloodlines.' For the industry, the deal could reshape licensing models and influence the types of content platforms pursue.Analysts warn that escalating bidding wars could drive up production costs and eventually lead to higher subscription fees for consumers, as reported by The Wall Street Journal.
International Considerations
The global appeal of 'The Last Kingdom' franchise makes the rights battle especially significant. Both Netflix and Disney+ are seeking to expand their international footprints, particularly in Europe, Asia, and Latin America.Carnival Films is reportedly leveraging this interest to negotiate favorable terms, including commitments to local language dubs and regional marketing campaigns, according to Variety.
What's Next?
Industry insiders expect a decision on the streaming rights by early August 2026. Both Netflix and Disney+ have declined to comment publicly, citing ongoing negotiations.Fans are closely watching for updates, while analysts predict that the outcome could influence future content wars and the balance of power among global streaming platforms.
Regardless of the winner, the high-profile battle for 'Bloodlines' underscores the intensifying competition for must-see content in the streaming era.
Sources
This article references reporting from Variety, The Hollywood Reporter, Deadline, Bloomberg, Screen Rant, Statista, and The Wall Street Journal.Sources: Information sourced from Variety, The Hollywood Reporter, Deadline, Bloomberg, Screen Rant, Statista, and The Wall Street Journal.