London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World Summit in London, where NAGRAVISION hosted a panel on content discovery and the value of the user interface. From AI-driven discovery to the battle for the home screen, the conversations revealed an industry that already has the technology to solve many of its biggest challenges - but is still figuring out how to use it.
Two days inside the fantastic two-story venue at King's Cross for this year's Connected TV World Summit, and one theme stood out. For the past decade, the streaming industry has focused relentlessly on content supply -bigger libraries, bigger originals, bigger rights deals. But the real challenge in 2026 is no longer supply - it's confidence. Confidence in how to guide viewers through an overwhelming universe of content. Confidence in new discovery technologies like AI and large language models. And confidence in who ultimately controls the user's experience and the relationship with the viewer.
Consultancy Fifty5Blue captured the mood neatly when they described the industry's task as finding clarity in the noise. As expected, the familiar themes were certainly there this year: fragmentation, subscription fatigue and competition for attention, but beneath those discussions sat a more fundamental question: Who controls the experience of watching TV today?
The Rabbit Hole of Fandom One of the most interesting debates revolved around a deceptively simple question: what matters more, great content or great discovery? A few years ago, that question would have been self-evident, because content was the strategic centrepiece. Today, the economics of streaming are shifting. Subscription OTT has doubled over the past decade, yet growth per household is slowing as viewers reach the limit of how many services they are willing to add. At the same time, attention is spreading across a broader entertainment landscape that includes long-form streaming, social video, gaming and podcasts.
David Salmon from Tubi described the opportunity well, suggesting that platforms should enable viewers to go down the rabbit hole of fandom. The goal is not simply to recommend a single title, but to open the door to entire worlds of content that audiences care about. This becomes particularly powerful when intellectual property expands across formats. A successful story rarely stays confined to a single medium anymore: a video game becomes a TV series, the TV series inspires podcasts or spin-offs, and the broader ecosystem creates multiple ways for audiences to stay engaged. Discovery systems that help viewers move naturally across these worlds are where long-term value is increasingly created. At the same time, discovery cannot compensate for weak content supply. Thijs Bijleveld from IMAX wryly reminded us that shopping in an empty supermarket is useless. Indeed, discovery and content supply are two sides of the same equation.
Playing By Their Own Rules Artificial intelligence and Large Language Models were frequently discussed as potential tools to improve discovery. LLMs are already being used to enhance search, recommendations and personalization, allowing platforms to interpret vague queries such as what's popular tonight or give me something easy to watch.
However, the model alone is not enough. Context, metadata and ecosystem collaboration are what ultimately allows these systems to function reliably. These broader themes came together during NAGRAVISION's panel session, hosted jointly with Magenta Telekom, One Hungary and Narrative Entertainment. Our discussion focused on a strategically critical question, Who owns the home screen?
Whoever controls the home screen ultimately shapes how content is discovered. For operators such as Magenta Telekom and One Hungary, maintaining that control remains critical. As NAGRAVISION's SVP Sebastian Kramer highlighted during the discussion, operators increasingly want to guide the user experience themselves rather than becoming guests inside someone else's ecosystem, whether that ecosystem belongs to a smart-TV manufacturer or another platform provider. But practically, how easy is that to achieve?
Owning the Experience In many markets, this is also why the set-top box continues to play an important role. Broadcast television still represents a large share of viewing in several regions, and the set-top box remains the gateway into the household. Owning that gateway means retaining control over the customer relationship and the discovery journey. Insights shared during the summit reinforced this point. Deutsche Telekom noted that around 80 percent of its customers still use a set-top box, highlighting that controlling the entry point into the living room continues to hold significant strategic value even as smart-TV platforms grow.
From the content side, the perspective was slightly different but equally revealing. Broadcasters such as Narrative Entertainment emphasized the importance of partners who can provide visibility to the home screen and access to the audience insights behind it. For broadcasters operating within operator platforms, understanding how viewers navigate the interface is incredibly meaningful in allowing them to refine how content is presented and tailor discovery journeys. Especially given audiences rarely think in terms of genres or categories when deciding what to watch. Instead, they think in situations and moods, and delivering the right content in those moments requires more than large libraries. It requires contextual discovery and collaboration across the ecosystem.
Where Next? If there was one idea that stayed with me after leaving King's Cross, it's that the streaming industry may be entering a
More from Nagra Media Uk Ltd
18/03/2026
London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...
20/02/2026
In our latest blog, Tim Pearson explores the impact that increased memory prices are having on the consumer electronics market, and particularly the set-top box...
05/12/2025
In our latest blog, we explain how Wi-Fi 7 rollouts can drive consumer loyalty with value-add services such as consumer cybersecurity. We also explore how this ...
21/10/2025
As global operators simplify and evolve their digital platforms, NPS improvement...
08/10/2025
In our latest blog Tim Pearson reflects on a UK advertising anniversary and considers how far the industry has come from a simple, mass-market advert to the hig...
30/09/2025
If IBC 2024 was a show with pace and purpose, IBC 2025 brought clarity. From the first visitor to the last meeting, conversations on our stand kept circling b...
27/06/2025
In our latest blog post, Rafael Rivera highlights the rising threat of online scams, and the important role cybersecurity plays in protecting families across ge...
02/06/2025
In our latest blog, Laura Rognoni unpacks the myth of Broadcast TV's decline and shows how OpenTV ENTera is helping broadcasters and sports rights holders t...
09/05/2025
In our latest blog, Laura Rognoni dives into the shifting currents of change in the digital entertainment landscape, revealing the trends that will keep viewers...
03/04/2025
In our latest blog, Laura Rognoni highlights key points from the webinar on hyper-personalization held on March 20th 2025, hosted by XroadMedia and featuring in...
02/04/2025
With a focus on safeguarding premium content value and authenticity, NAGRA highlighted key areas of interest in the media and entertainment industry. Of note wa...
02/04/2025
In our latest blog, gain insights into the media industry's challenges and how NAGRA Active Streaming Protection provides a framework for holistic content p...
02/04/2025
In our latest blog Tim Pearson considers Generative AI and the opportunities it presents as well as some of the challenges it can cause for media, entertainment...
02/04/2025
Learn valuable insights into strengthening your content protection strategy and discover how multi-DRM helped transform content security for leading post-produc...
02/04/2025
This year's IBC 2024 was an incredible opportunity to connect with industry leaders and innovators, and the conversations around consumer cybersecurity were...
02/04/2025
As a lifelong sports enthusiast from the U.S., I've always been captivated by how sports can unite people. From the roar of the crowd during major events to...
02/04/2025
In our latest blog, Tim Pearson caught up with Julian Williams at Anthropic to explore the science of conversations and how the increasing adoption of generativ...
02/04/2025
In our latest blog, Tim Pearson considers recent industry successes in dismantling large-scale pirate operations and what defensive steps video service provider...
02/04/2025
In our latest blog, Laura Rognoni explores OpenTV ENTera, the latest innovation from NAGRAVISION that's designed as a blueprint for today's streaming se...
20/03/2025
In our latest blog, Laura Rognoni reflects on this year's Connected TV World Summit recently held in London, and explores how innovative bundling, premium c...
04/03/2025
In our latest blog, Laura Rognoni explores OpenTV ENTera, the latest innovation from NAGRAVISION that's designed as a blueprint for today's streaming se...
22/01/2025
In our latest blog, Tim Pearson reflects on CES 2025, the latest trends, and the key conversations held with visitors to the NAGRAVISION booth.
Connect the wor...
03/12/2024
In our latest blog, Tim Pearson considers recent industry successes in dismantling large-scale pirate operations and what defensive steps video service provider...
04/11/2024
In our latest blog, Tim Pearson caught up with Julian Williams at Anthropic to e...
30/10/2024
As a lifelong sports enthusiast from the U.S., I've always been captivated by how sports can unite people. From the roar of the crowd during major events to...
09/10/2024
Streaming security, consumer engagement, and consumer cybersecurity were top of mind in NAGRAVISION's IBC 2024 showcase, as highlighted by Tim Pearson in ou...
01/10/2024
This year's IBC 2024 was an incredible opportunity to connect with industry ...
11/09/2024
In our latest blog, Tim Pearson reflects on CES 2024 where AI was omnipresent, innovation abounded, and conversations focused on creative solutions to address e...
11/09/2024
In our latest blog, Tim Pearson reflects on a busy Mobile World Congress that wa...
27/08/2024
Cheseaux-sur-Lausanne, Switzerland, and Phoenix (AZ), USA - August 27, 2024 - NAGRA, a Kudelski Group (SIX:KUD.S) company and one of the worlds leading independ...
22/08/2024
Cheseaux-sur-Lausanne, Switzerland and Phoenix (AZ), USA - August 22nd, 2024 - The Kudelski Group (SIX: KUD.S), the world leader in digital security, announced ...
22/07/2024
Cheseaux-sur-Lausanne, Switzerland, and Phoenix (AZ), USA - July 22nd 2024 - The Kudelski Group (SIX:KUD.S), the world leader in digital security, announced tod...
16/07/2024
Cheseaux-sur-Lausanne, Switzerland, and Phoenix (AZ), USA - July 16th 2024 - The Kudelski Group (SIX:KUD.S), the world leader in digital security, today announc...
03/07/2024
Ad hoc announcement pursuant to Art. 53 LR
Cheseaux-sur-Lausanne, Switzerland a...
18/06/2024
Learn valuable insights into strengthening your content protection strategy and ...
14/06/2024
In our latest blog Tim Pearson considers Generative AI and the opportunities it presents as well as some of the challenges it can cause for media, entertainment...
09/05/2024
Ahmedabad, India-May 8, 2024 - GTPL Hathway Limited, India's largest MSO tod...
08/05/2024
Cheseaux-sur-Lausanne, Switzerland and Phoenix, (AZ), USA -7 May, 2024 - NAGRA, ...
30/04/2024
With a focus on safeguarding premium content value and authenticity, NAGRA highl...
19/04/2024
Ad hoc announcement pursuant to Art. 53 LR
Cheseaux-sur-Lausanne, Switzerland - April 19, 2024 - The Annual General Meeting of Kudelski SA (SIX:KUD.S) was held...
13/04/2024
In our latest blog, gain insights into the media industry's challenges and how NAGRA Active Streaming Protection provides a framework for holistic content p...
10/04/2024
Cheseaux-sur-Lausanne, Switzerland, and Phoenix (AZ), USA - April 9, 2024 - NAGR...
27/03/2024
Ad hoc announcement pursuant to Art. 53 LR
Cheseaux-sur-Lausanne, Switzerland, and Phoenix (AZ), USA, March 27 2024 - The Kudelski Group has published its 2023...
15/03/2024
This year's annual telecoms jamboree in Barcelona attracted a record breakin...
22/02/2024
Ad hoc announcement pursuant to Art. 53 LR
Cheseaux-sur-Lausanne, Switzerland and Phoenix (AZ), USA - February 22nd, 2024 - The Kudelski Group (SIX: KUD.S), th...
06/02/2024
Cheseaux-sur-Lausanne, Switzerland, and Grand-Saconnex, Switzerland - February 6...
19/01/2024
As new year celebrations faded, it was time to head for Las Vegas. Providing an interesting juxtaposition of tourists enjoying the delights of the strip, inter...
19/01/2024
Get exclusive insights from industry leaders at CES 2024 and the pulse of consumer concerns about privacy and security in the connected home space, with key sta...
07/01/2024
Cheseaux-sur-Lausanne, Switzerland, and Phoenix (AZ), USA - January 7, 2024 - At CES 2024, the Kudelski Group (SIX:KUD.S), the world leader in digital security,...
London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World Summit in London, where NAGRAVISION hosted a panel on content discovery and the value of the user interface. From AI-driven discovery to the battle for the home screen, the conversations revealed an industry that already has the technology to solve many of its biggest challenges - but is still figuring out how to use it. 
