As competition intensifies and choice fragments further, audience growth is increasingly shaped by where content appears as much as what it is. Discovery – across platforms, devices, and partner environments – has become the new battleground, with placement, promotion, and visibility directly influencing viewing outcomes.

This session explored how broadcasters and streamers are rethinking the audience journey: from first exposure to sustained engagement, and from awareness-led marketing to product- and data-driven experiences that respect attention as a finite resource.

The panel brought together Penny Brough, CMO, UKTV; Lucas Bertrand, CEO, Looper Insights; and Olga Puzanova, SVP Marketing, NBCUniversal, moderated by Kate Dean, DTC Consultant.

Discussion covered how data partners are quantifying on-screen presence and discovery, how marketing and product teams are converging around personalisation and curation, and which metrics will matter most in the next phase of audience growth especially when “interest,” not attention, is the scarcest commodity.