Workshop: Who Owns the First Click in the Living Room?

Session details:

The living room is no longer one company’s turf. Telecoms, Pay TV giants, streamers, broadcasters, CTV platforms, YouTube and social media, are all vying to be the entry point to our big screen time. This half-day program unpacks five pain points: smarter bundling, a frictionless entertainment experience, monetization models bringing the best of TV and digital, discovery that works and localization that resonates. 

This immersive half-day workshop, curated by industry strategist Marion Ranchet, brings together operators, streamers, broadcasters, device makers, technologists, and regulators. 

Agenda

9:00-9:30am Panel: The Narrative vs. The Numbers 

The RTL AdAlliance's "Living Room" report is the largest annual study of European viewing behavior, benchmarked against the US, China & Saudi Arabia. Produced this year in partnership with Streaming Made Easy, the findings challenge the assumptions too often imported from across the Atlantic: broadcast content still captures the first click in most markets, SVOD's discovery problem remains unsolved and viewers increasingly trust legacy media over social platforms. New this year: how AI and short-form video are changing how Europeans find content, whether local programming still matters and what happens when accessing content legally feels harder than it should. Marion Ranchet (Streaming Made Easy) and Côme Fradetal (RTL AdAlliance) present the data that should inform your strategy in 2026 and beyond.

Moderator: Marion Ranchet, Streaming Made Easy 

9:35-9:55 Panel: The Features that Actually Moved the Needle

Every streaming platform has a roadmap full of features that promise better engagement, faster discovery and longer sessions. But which ones deliver? In this case study session, the product and design team at FX Digital—builders behind apps for Discovery+, BritBox, Dyn Media, and Tennis TV—open up their project files and share what actually moved the metrics. No theory, just real features, real builds and real data: a navigation redesign that cut time-to-content. A continue-watching implementation that increased return visits. Each case follows the same structure: what the client needed, what we built, what the numbers showed and what we'd do differently.

Moderator: Marion Ranchet, Streaming Made Easy

10:00-10:35 Panel:  Everyone wants Sports. Who's winning the Fan, and how?

Everyone wants sports. Telcos bundle it to reduce churn. Streamers pay billions to prove they can do live. YouTube is landing major leagues. Broadcasters are defending their turf. But acquiring rights is only half the battle—delivering a flawless, immersive experience is where fans are won or lost. This panel brings together operators, streamers, platforms, and delivery specialists to examine who's actually ahead in the race for the sports fan's living room. What does a winning viewing experience look like in 2026? Where are the technical gaps that still frustrate fans? And as the competition intensifies, what separates the players building loyalty from those just renting attention?

10:40-11:15  Panel: Better Targeting, less tracking: Monetising the big screen in 2026

The living room is the most valuable screen in the house—but monetising it at scale is still a work in progress. Data infrastructure is fragmented. Measurement lacks standards. And the privacy rules that broke digital don't have to apply here. This panel brings together Titan, SyncMint, Médiamétrie and Canal+ Brand Solutions to examine how CTV advertising actually makes money today. What's the role of on-device data? How do you prove outcomes without invasive tracking? And where is Europe in the race to build a sustainable big-screen ad business? No theoretical frameworks, just the infrastructure, the economics, and the lessons from players building it now.

11:20-11:55 Panel:  The Living Room in 2030: Super Aggregation or Super Fragmentation?

By 2030, will one player own the living room—or will we still be switching between apps, juggling subscriptions, and forgetting passwords? Telcos, smart TVs, streamers, and tech platforms are all making their move, each betting they can become the front door to entertainment. This panel brings together all four corners to examine the strategies, the vulnerabilities, and the likely outcomes. Who controls the home screen? Who owns the billing relationship? Who's building loyalty—and who's just renting attention? The living room's future is up for grabs. This session maps the scenarios and asks each player to defend their position.

Moderator: Marion Ranchet, Streaming Made Easy

Panelists: 

• Laura Pera, Head of Strategic Partnerships, TFI 
• Giles Tongue, Vice President of Marketing, Bango