The “Baby Lantern” proof-of-concept pilot is already able to track how TV ads impact consumer behaviour in the near term.

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.

The earliest that DTT will be retired is 2034. Given the risks involved, the industry and consumers need clarity over its future. Decisions need to be taken and plans put in place to ensure no-one is left behind.

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 project’s chief customer officer said Origin intends to launch in May as a “minimum viable product”, with more features and media partners to come.

Amazon’s head of video sales specialists discussed new ad formats and a “supercharged” partnership offering, and argued that Prime Video is driving hard-to-reach audiences that can be targeted across the purchase journey.

The UK broadcasters have embraced YouTube as a source of incremental audiences as the platform is promoted from a marketing tool to a strategic distribution partner.

Deutsche Telekom and Vodafone both made clear that there is a limit to how many subscription streamers they want to super-aggregate and hard-bundle.

David Bouchier sat down with senior reporter Jack Benjamin to discuss how the pay TV operator is innovating to integrate FAST channels, sit at the intersection between sport and SVOD, and move beyond video.