How do content owners and platform providers increase share of time with Gen Z and Gen Alpha? This event investigates the content, talent, distribution, discovery and marketing strategies that draw younger viewers to owned-and-operated properties or which make it commercially viable to engage them for hours within video sharing platforms (VSPs) and social media. How can broadcasters and studios influence the algorithms that present our next YouTube or TikTok view? How do we integrate influencers into ‘mainstream’ programming? Is FAST a natural new home for creators? Is there an expanding role for VSPs in premium sport? Creator Zack Nani has exclusive rights to France’s U21 football matches for his YouTube and Twitch channels until Euro 2027, so we consider the ‘youth factor’ when deals like this are signed.