In today’s platform-led streaming market, control of content discovery increasingly defines how operators influence the customer relationship. With smart TV operating systems and global OTT apps shaping recommendations, search, and home screen visibility, operators risk becoming passive distribution layers rather than experience leaders.

This session explores how operators can make discovery a strategic capability. It will examine challenges from fragmented apps and inconsistent cross-service search, and how behavioural insight, household context, and deep content understanding can transform discovery into personalised experiences that go far beyond static rows and metadata. The discussion will also consider the evolving role of the STB versus smart TV apps, aggregation strategies to differentiate services, and disciplined approaches to AI and LLMs in discovery. The panel will explore how discovery can drive tangible business outcomes — from engagement and retention to advertising and new revenue opportunities — highlighting the ways operators can shape the viewing experience, influence customer behaviour, and define the future of TV beyond the apps.