Part of Médiamétrie, Glance provides official TV ratings for over 7,000 channels in 120+ territories along with expert audience insights. It also tracks content trends in 50 countries and analyses (and predicts) audience appeal as part of its strategic advisory work. This presentation explores the impact of increased competition in the TV advertising market and the imperative to drive reach, especially in the crucial 25-49 demographic. You will hear how this is impacting European content creation. It looks at how broadcasters are responding to the decline in linear viewing with ‘hyper-distribution’ partnerships with global streamers, demonstrating the necessary coopetition. This session discusses partnerships like TF1/Netflix and France Télévisions/Prime Video, exploring the content and audience synergies that these and similar deals can achieve, based on Glance data.