In every era, technology upends the entertainment landscape — TV in the mid-century, CGI starting in the 1990s, and streaming over the last 15 years. Now, as companies shift their focus to ad-supported models and AI, actor and entrepreneur Edward Norton has found himself in the middle of the fast-changing landscape.

Norton — who's known for his work in films like "Glass Onion," "Birdman," "The Grand Budapest Hotel," and "Fight Club" — is also the co-founder of EDO, a media analytics company specializing in TV advertising. The company provides data on the reach and efficacy of ads, with clients like Disney (DIS), Amazon (AMZN), Paramount (PARA), and AT&T (T). Its financial backers include Shamrock Capital Advisors and Breyer Capital, according to Crunchbase.

"I bet Netflix, as it becomes a fully ad-supported network business, will double its market cap,” said Norton. “I bet Netflix's market cap will go higher than anybody thinks it's going to go when people realize how effective an advertising platform that company’s going to become.”

Norton co-founded EDO because he sees the writing on the wall — a future where advertising-based video-on-demand (AVOD) will be an increasingly dominant force in the media marketplace.

"The big seismic shift is that people are realizing it can't all be through subscriptions, so that's why all the streaming platforms are moving to ad-supported models," he said in an exclusive sit-down with Yahoo Finance.

"When Bob Iger is saying ad-supported streaming is going to be one of the biggest growth centers for Disney, people should pay attention because, what it really means, in my opinion, is that there will be no more linear television within five years."

In Disney’s last two earnings calls, Iger spoke about the “enormous advertising potential” of the company’s streaming business and said that AVOD platforms are “an advertiser’s dream.”

As Hollywood’s business model evolves, EDO is positioning itself to be in the picks and shovels business. While it’s hard to know who will win in the streaming gold rush, every streamer will need data from firms like EDO.

Its co-founder, Daniel Nadler, previously launched financial data company Kensho Technologies, which was acquired by S&P Global (SPGI) in 2018 for about $550 million. Norton — who has also co-founded startups Zeck and Crowdrise — was an early investor in Kensho, which has been using AI and machine learning to streamline unstructured data since 2012.