This panel explores the evolution of content business strategies and how they are shaping the future of distribution. Do recent SVOD and broadcaster partnerships herald a new era of streaming collaboration? As studios license more content again, what are the implications for windowing and audience reach? Does the growing influence of advertising support encourage more programming with wide demographic appeal – and more interest in live events? We focus on improving our understanding of audiences, the content that appeals to them and the projected value of that content (through subscriber acquisition and retention, or advertiser dollars). We want to know what genres and formats are becoming more popular, and our speakers consider the potential for immersive storytelling formats.