The streaming landscape has never been more fragmented. The average European household now holds 3.2 paid streaming subscriptions, FAST channels have reached 27% household adoption, and every platform operates as a distinct buying environment. For advertisers, each additional platform compounds complexity across planning, buying, and reporting — but until now, no one has put a number on what that fragmentation is actually costing them. In this fireside chat, Piers Heaton-Armstrong joins Justin Lebbon to discuss findings from a first-of-its-kind European study quantifying the hidden costs of buying across fragmented streaming environments — from wasted reach and operational overhead to measurement inefficiency. With 94% of marketers feeling the impact of fragmentation on performance, the gap between ambition and execution has never been wider. What does it actually cost? Where are the biggest inefficiencies? And when does consolidation become essential? This session will move the conversation beyond sentiment and into specifics — giving advertisers a framework to understand, measure, and reduce their own complexity costs.