Consumers have more choice than ever, but what actually influences how they subscribe, watch, and pay? Combining new consumer research from Big Blue Marble with insights from the DPP’s European TV & Streaming Outlook, this conversation explores the changing economics of streaming. From subscription fatigue to advertising attitudes, frictionless experiences to premium features, we’ll examine where audience behaviour is heading. And using data on real viewer attitudes and behaviours, we’ll see whether broadcasters and streamers are investing in the right priorities for the years ahead.

The media industry has spent the last decade transforming how it transports content. Now it must rethink how increasingly software-defined production environments are controlled, operated and scaled. This session explores the next stage of that transition, including the role of orchestration, interoperability and new operating models. We will hear how organisations are building production environments that can remain flexible, portable and cost-effective as their needs evolve.

As AI reshapes every part of the media supply chain, everything we thought was stable in our technical architectures is back on the table. This session explores what the future architecture of media companies looks like: centralised vs distributed systems, hybrid workflows that mix legacy tools with AI services, and the need to connect tools to the content wherever it is. Hear content and technology companies' perspectives on how to build an architecture that can cope with rapid change while delivering faster time-to-value.

Preparing a streaming platform for the world's biggest sporting event is about far more than adding capacity. As ITVX geared up for the 2026 FIFA World Cup, it expected a doubling of peak audience, forcing a rethink of everything from stream startup latency and CDN architecture to ISP routing, geo-enforcement, real-time content steering, and live observability. This session takes a look behind the scenes of ITVX's engineering journey, sharing the practical decisions, architectural trade-offs, and lessons learned while building a platform capable of delivering millions of concurrent viewers where failure isn't an option.