The future of television is being reshaped by emerging technologies and shifts in how viewers consume live and on-demand content. As more viewers cut the cord and seek alternative ways to access live and linear content, vMVPDs are becoming a vital part of the TV ecosystem. Meanwhile, the adoption of ATSC 3.0 promises to revolutionize over-the-air (OTA) broadcasting with enhanced picture quality, interactive features, and better accessibility. This session will examine the impact of these shifts on traditional TV providers, content owners, and streaming platforms.

As the way consumers watch video continues to evolve, content creators and distributors must adapt their formats and distribution strategies to meet new expectations. This session will focus on the rise of innovative content formats—such as short-form video, mobile-optimized content, and interactive experiences—that are increasingly popular with modern audiences.  Additionally, the session will explore how windowing strategies are evolving, as the traditional release windows for TV and film content become more fluid. 

Among the most common challenges for streaming apps is how to inspire loyal, frequent use. Often, creating habit involves significant, on-going spend in programming and marketing. But there is at least one type of app that, when properly produced and supported, can become the nearest approximation to an ultimate frequency product— high quality, trustworthy local news. Per Pew Research’s 2024 study of trust in media, 85% of US adults say local news outlets are at least somewhat important to the well-being of their local community. At the same time, news consumption is increasingly moving to digital platforms.  With a utility that matters to every local resident at some point (and to many local residents all the time), local news content keeps viewers coming back -- and viewing for extended durations. 

Is highlighting local news in platforms and apps an answer to streaming’s churn problem? Andrew Fitzgerald, SVP, Streaming Services for Hearst Television and General Manager of its successful Very Local app, which is available across every major streaming platform and device, will offer further insight.

The sports streaming market has become a significant growth driver for many streaming platforms, as live sports remain one of the most valuable forms of content. In this session, Parks Associates will provide in-depth research on the current trends shaping the sports streaming industry, including shifts in fan viewing behavior, emerging business models, and the increasing role of digital platforms in live sports distribution.

Monetizing sports content has become a critical area of focus for streaming platforms looking to differentiate themselves in a competitive market. This session examines the different monetization strategies available to streaming services, including subscription models, pay-per-view options, in-game advertising, and sponsorships. The discussion will also highlight the growing influence of sports leagues and rights holders in determining the value of sports content, as well as the challenges associated with managing multiple revenue streams in a fragmented market.

In a market saturated with streaming options, helping viewers discover new content and keeping them engaged has become increasingly important. In this presentation panel, speakers share strategies for retaining subscribers by offering tailored content experiences, reducing friction in the user experience, and leveraging data to understand viewer preferences. In a competitive market, preventing churn and improving customer retention are key to long-term success for any streaming service.

With an ever-growing number of streaming services, consumers are seeking ways to simplify access to content, and bundling has emerged as a key strategy to meet this demand. This session will explore how bundling services together, whether through partnerships with aggregators or within a platform’s own ecosystem, can boost ARPU, drive subscriber acquisition and improve long-term retention. Parks Associates will share research on the effectiveness of bundling strategies, including insights into consumer preferences for streamlined access and how super aggregators are shaping the future of content consumption. Panelists will discuss the impact of bundling on content discovery, pricing models, and churn reduction, offering insights into best practices for improving customer loyalty in an increasingly fragmented market.

Parks Associates opening comments highlight the power position of the streaming platforms, sharing data on consumer’s platform preferences, and an overview of the latest demand for streaming services.

Generative AI has quickly become a game-changer for streaming services, helping to transform how content is produced, personalized, and monetized. Parks Associates will present data on the rising adoption of AI in the entertainment industry, from automating content creation workflows to enhancing personalized viewing experiences. This session will explore how AI-driven technologies are streamlining production processes, reducing costs, and enabling new forms of interactive content. Additionally, the discussion will focus on how platforms are using AI to drive monetization, such as through targeted advertising, dynamic pricing, and AI-powered recommendations that enhance customer satisfaction and retention. The panel will also address the ethical and practical considerations involved in implementing AI at scale in entertainment.

This research presentation examines the rising demand for interactive video features, such as chatting, polling, and shopping, highlighting how they can enhance viewer engagement.

Interactive video is emerging as the next frontier for streaming platforms, offering new ways to engage viewers and unlock revenue opportunities. Parks Associates will present research on the growing demand for interactive video features, such as live polling, shopping, and real-time chatting, and how these features can create a more immersive experience. This session will discuss how interactive video is being used to enhance viewer engagement and drive monetization, with case studies on the integration of commerce and betting into live streaming. The panel will also explore how interactive features can reshape advertising, sponsorships, and revenue-sharing models, as platforms experiment with new ways to create value for both viewers and advertisers.

As video distribution shifts from traditional pay TV to streaming services, the advertising landscape is evolving rapidly. This panel will explore the challenges and opportunities for ad-buyers navigating an increasingly fragmented market. Panelists will discuss how streaming platforms are reshaping viewer behavior, the role of targeted advertising, and the impact of subscription models on ad inventory. Attendees will gain insight into how ad-buyers can strategically invest in a diversified media environment to reach audiences effectively in this new era of video consumption.

This session sets the stage for the day, focusing on the evolving market conditions and strategic responses.