We review the expansion in premium ad-supported streaming and the contribution that different categories – from BVOD and SVOD ad-tiers to AVOD and FAST – contribute for buyers. Does investment in CTV match audience and ad innovation opportunity in Canada? Should YouTube and TikTok be included in the CTV conversation (and media plan)? As more live premium sport is watched in streaming, we want to know how we maximise its impact – and consider the future of programmatic live sport. This panel explores how premium streaming can attract more performance marketers and become the anchor for full-funnel campaigns. What will ‘shoppable TV’ look like when the dust settles (QR-to-mobile or on-screen commerce…)? Perhaps most importantly, in an increasingly heterogenous TV landscape, how do we ensure all streaming reach is effective reach?