Advertising is now the main growth driver for the global streamers, their entry into the marketplace has made and already complex UK media landscape even more diverse. As 'legacy' media searches for growth in a market that is seeing social media take increasing spend and streaming offer yet another alternative, this presentation will examine how we should think about the different platforms - how global streamers are carving out a value niche in the market; the rationale for new collaborations between broadcast TV , social platforms and streamers; and the increasing drive from long-form streaming platforms to embrace vertical creator content.