Network and studio content that was once exclusive to Pay TV is now inside SVOD apps that can be found everywhere, so we want to know how platforms create unique value propositions today, in collaboration with their content partners. What makes someone seek non-exclusive content through one UI rather than another? And can SVOD partnerships be used to increase penetration into cord-never, broadband only homes? This panel explores opportunities to expand the Pay TV UX with free-to-view content like FAST and YouTube. How much of this can we add, and does short-form and vertical work in this environment? We review the impact of apps bundling, discounting and subscriptions management, and ask what other services can be added to the Pay TV experience. Finally, we find out where AI can help operators improve their NPS or grow ARPU.