Industry Insights: Turning audience insight into smarter streaming strategies

Content strategy is becoming the defining layer of streaming, FAST and connected TV.

In this second part of the Industry Insights roundtable, vendors examine how broadcasters are aligning content value with monetization models – from FAST and AVOD to SVOD and hybrid approaches. The discussion explores how live and event-based programming is reshaping differentiation, how discovery actually happens in crowded CTV environments and how branding, metadata and packaging influence long-term engagement.

As data becomes more central to decision-making, broadcasters are refining how content is programmed, promoted and distributed across platforms – pointing toward a more dynamic, insight-driven approach to building and sustaining audiences.

Key takeaways from this Industry Insights roundtable

• Content follows value: Premium content drives subscription models, while library and syndicated content perform best in FAST and AVOD environments.
• Live drives differentiation: Sports and event-based programming create urgency and audience concentration that on-demand libraries cannot replicate.
• Discovery is contextual: Viewers often encounter content passively, making platform placement, branding and metadata critical to visibility.
• Metadata powers engagement: Strong metadata, EPG strategy and packaging directly influence discoverability, session length and viewer retention.
• Data informs decisions: Granular streaming insights are reshaping programming, scheduling and distribution strategies in real time.

How do you determine what content belongs on FAST versus AVOD, SVOD, or linear extensions?

Krzysztof Bartkowski, CEO, Big Blue Marble: Determining what content belongs on FAST, AVOD, SVOD, or linear extensions begins with how audiences perceive its value. Subscription models remain effective for high-demand programming, while ad-supported environments are proving increasingly effective for library depth and discovery-led viewing. Hybrid approaches such as HVOD allow broadcasters to serve both segments at once, without fragmenting their strategy. In many European markets, linear viewing still commands a significant share of consumption, which means streaming strategies need to extend that footprint, rather than reduce it prematurely.

Mrugesh Desai, VP, North America, Accedo: Some types of content naturally sit better with a certain kind of OTT monetization model; for example, for older or lower value content such as syndicated shows with lots of seasons, a FAST or AVOD model is generally better suited. Exclusive and premium content, such as top-rated shows and new blockbuster movies, is enticing enough to make users commit to a subscription, so these sit better with SVOD. Service providers are increasingly using these different models to complement one another: FAST and AVOD services can be used to cross-promote subscription-based content or premium features, by strategically integrating promotions and recommendations to drive conversions and support upselling.

Santiago Rodríguez, TV platform lead, AgileTV: The decision usually comes down to the value cycle of the content. Premium or exclusive titles often drive SVOD or transactional models, while large catalog libraries tend to perform well in FAST environments where volume and familiarity matter. FAST and linear channels can also act as discovery mechanisms, guiding more passive viewers toward deeper engagement with SVOD or AVOD libraries.

Roberto Musso, technical director, NDI: The distribution model should follow the content’s natural consumption pattern, and the technology has to support that without forcing compromises. FAST works well for scheduled, discoverable content where cloud-based playout and real-time IP delivery keep costs manageable at scale. Live and premium content is a different infrastructure conversation entirely, where latency and reliability aren’t negotiable.

How are live, near-live, and event-based content being used to differentiate streaming channels?

Mrugesh Desai, VP, North America, Accedo: With so many streaming channels available, providers need to differentiate their offering from other services out there. There are of course different ways to do this such as through offering an exceptional user experience and ad experience, by incorporating interactive advertising, and by moving away from pre-recorded content loops to offer IP-based live sports, news or event content as well as near live content such as studio discussions and highlights, which may be intermixed with pre-recorded content. By incorporating this type of content, channels will always have something fresh and new to show viewers which will keep interested and engaged.

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Rick Young, SVP and head of global products, LTN Global: Live and event-based programming remains one of the most effective ways streaming services differentiate themselves, particularly through sports. These events create real-time viewing moments that audiences actively seek out, making them especially valuable in today’s fragmented media landscape. At the same time, production and distribution workflows are evolving to support greater customization. Rights holders increasingly require multiple versions of the same event, including localized graphics, alternate commentary, and platform-specific advertising.

Reinhard Grandl, chief product officer, Bitmovin: Live events, and live sport in particular are key growth drivers for the industry, and as we’ve seen recently, a number of streaming services are using sports as a lever to differentiate their services and attract and engage subscribers. However, to monetize this high-value live content effectively, video providers need to consistently deliver high-quality viewing experiences. Yet, getting this right with live streamed content, especially at scale, is challenging. With live content, there’s no second chances, so issues such as CDN outages, latency spikes, encoder instability and playback errors must be identified and resolved before the viewer’s experience is affected.

Dave Dembowski, chief revenue officer, Operative: Live content continues to be the jewel in the crown for broadcasters and streamers for attracting a large, captive audience. These events — including sports, concerts and awards shows — are the focus on a “Linear Streaming” approach that uses the up-front premium sales strategy of linear with the dynamic delivery of streaming and digital.

Roberto Musso, technical director, NDI: Live content gives viewers a specific reason to show up at a specific time, which no catalog can replicate. NDI-based workflows have taken a lot of the cost and complexity out of adding live capability to a streaming channel. Channels that would have skipped live entirely a few years ago are now doing it routinely.

How much flexibility do you build into channel strategies to adapt to platform-specific performance data?

Dave Dembowski, chief revenue officer, Operative: Flexibility is key for long term growth. As audiences move quickly across platforms, content and advertising must keep up. Broadcasters need to be able to adapt to trends, change content lineups and optimize based on trends. AI forecasting, real time performance analysis and automated content and ad delivery all help broadcasters be more flexible.

What discovery levers actually move the needle for FAST and CTV audiences today?

Mrugesh Desai, VP, North America, Accedo: Various techniques can be employed to help viewers discover FAST services and help channels stand out in an increasingly crowded EPG, from cross-channel marketing, to leveraging seasonal events, themed marathons, or exclusive premieres, as well as maintaining consistent branding and content positioning across platforms to ensure that viewers recognize a channel’s value and know what to expect when they come across it. FAST Revenue is dependent on viewing hours so alongside initial discovery, service providers also need to focus on enhancing engagement to create consistent viewing habits; this requires a steady cadence of fresh programming, effective use of metadata for targeted recommendations, and well-timed promotional pushes to re-engage lapsed viewers, as well as an optimized ad experience.

Santiago Rodríguez, TV platform lead, AgileTV: Discovery is often driven less by search and more by platform merchandising, recommendations, and EPG positioning. Strong channel branding and clear programming identity also help viewers quickly understand what a channel offers. Metadata quality and consistent scheduling remain surprisingly influential in how content surfaces.

Roberto Musso, technical director, NDI: EPG quality doesn’t get enough credit as a technical priority. Sloppy metadata means recommendation systems don’t have much to work with, and consistent scheduling is what helps viewers build a habit around a channel. Getting the technical basics right around how content is presented and described matters just as much as what the content actually is.

Kris Johns, CEO and founder, AdGood: On FAST and CTV, people don’t always go looking for content — they stumble upon it. That means context and placement are everything: being in the right environment, with clear messaging that immediately communicates the purpose, can make all the difference. We’ve also seen that thoughtful metadata and packaging help guide audiences, and strong partnerships with platforms or distributors amplify reach in ways that wouldn’t be possible alone. Ultimately, discovery isn’t just about eyeballs; it’s about connecting the right story to the right audience in a way that sparks engagement and action.

How do you think about branding and promotion in environments where viewers often “stumble into” channels?

Martins Magone, CTO, Veset: As a free service with virtually no barriers to entry apart from consumer awareness and decent connectivity, FAST channels are highly attractive to those viewers who want a linear viewing experience online that is similar to traditional TV. This ease of access makes it likely that viewers may well chance upon a FAST channel, so it makes strategic sense for broadcasters to use that engagement to drive viewers towards paid subscriptions and other premium paid content. Effective branding and promotion are critical tools in making the most of this opportunity, enabling broadcasters to build brand awareness and showcase what’s on offer with paid subscription services.

Kris Johns, CEO and founder, AdGood: Branding and messaging need to be instantly clear and recognizable so someone can understand what the content stands for in seconds. Beyond that, storytelling, whether through creative, visuals, or tone, helps turn casual discovery into genuine engagement. Repeated exposure across channels and platforms reinforces the message, but it’s always about making the content feel meaningful, not just visible.

What role do metadata, EPG strategy, and content packaging play in long-term engagement?

Hadar Tel Mizrahi, senior product manager, targeted ads and recommendations, Viaccess-Orca: High-quality metadata is foundational for search, recommendations, and contextual discovery across streaming interfaces. Content packaging is also a key factor influencing users’ viewing decisions. In addition, an effective EPG strategy encourages longer viewing sessions, helping service providers not only attract audiences but also retain them for longer viewing periods.

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Kris Johns, CEO and founder, AdGood: Metadata and how the content is packaged are essential for making sure the right audiences can find what matters to them. Thoughtful organization and clear labeling don’t just improve discoverability but they encourage viewers to stay longer and come back more often. By paying attention to how audiences interact with these elements, organizations can learn what resonates and use those insights to shape future content and distribution strategies.

How are audience insights from streaming feeding back into programming and distribution decisions?

Krzysztof Bartkowski, CEO, Big Blue Marble: Streaming data is changing how broadcasters make decisions because it shows what’s working (and what isn’t) in real-time. Insights tend to be thought of in terms of what people watch but performance measurement is just as important, informing how content is packaged, how release windows are structured, and how inventory is aligned with demand. That insight is feeding directly into programming and distribution choices across free and paid environments.

Hadar Tel Mizrahi, senior product manager, targeted ads and recommendations, Viaccess-Orca: Streaming platforms generate granular insights into viewer behavior, including completion rates, repeat viewing, and cross-content journeys. These signals help identify audience segments, emerging content trends, and viewing patterns across devices and platforms. Editorial and programming teams increasingly use this data to refine scheduling, guide acquisition decisions, and optimize how content is distributed across FAST, OTT, and linear environments.

Mrugesh Desai, VP, North America, Accedo: With the right audience insights, broadcasters and service providers can make better choices on content acquisition, production, and promotion, and ensure that the catalog stays aligned with viewer’s tastes. Audience insights also help service owners to understand their viewer’s behavior in terms of things like what, when and where viewers are watching, as well as how they engage with the service; with insights around peak viewing times, binge patterns, and user retention rates, service providers can fine-tune release schedules, promotions and recommendations. These kinds of insights can also help to identify growth opportunities, for example through uncovering emerging trends, niches, and untapped demographics with high growth potential.

Santiago Rodríguez, TV platform lead, AgileTV: Streaming platforms generate much more granular behavioral data than traditional distribution. Broadcasters can now see viewing patterns, session duration, and content affinity in real time, which helps refine programming strategies and channel positioning. Increasingly, those insights are also informing decisions about windowing, content packaging, and where certain titles should live across platforms.

Roberto Musso, technical director, NDI: Streaming generates much richer behavioral data than linear ever did, and the tools to act on it quickly are there. Completion rates and drop-off points tell operators what’s working in a way that raw view counts never could. Pulling that data together into a consistent picture across platforms is where a lot of operators are still figuring things out.