Half of viewers first go to linear TV when turning on their TV set, with another 8% going straight to BVOD, according to The New Life of the Living Room by RTL AdAlliance.

Watch: ProSiebenSat.1 Puls 4 co-CEO Thomas Gruber discusses a groundbreaking innovation in audience measurement and broadcast planning.

The conference highlighted how three key segments of the TV industry are adapting to “life after” and quickly building a new story for themselves.

Sky Media previously handled sponsorship and Paramount continues to rely on the sales house for wider ad representation.

Watch: Media Distillery CEO Roland Sars on content discovery and winning attention from YouTube.

Industry leaders have been reviewing the road to profit for SVODs and their advice spans sharp marketing and hard bundles to co-windowing and more immersive video.

Katherine Wen argues that the right pay-TV operating system is critical to growth, as international operators target new customer segments including streaming-first, broadband-only and SVOD-loving consumers.

Ampere Analysis has been crunching the numbers to see if subscription streamer bundling improves lifetime customer value. Bundling with the right partners enables mutual upsells, and a lower churn rate can have a positive overall effect.

Pay-TV operators can take super-aggregation to the next level with bundles that include discounts for popular streamers — and that could even mean free apps. Subscriptions management is another value-add.

The streaming service believes a programme guide and linear schedule will help surface some of the best content from across its VOD catalogue along with live sport for consumers who appreciate a lean-back viewing experience.