Audience fragmentation is an ongoing challenge to media buyers who need to replace lost linear audiences but want assurances that an increasingly diverse streaming landscape does not compromise TV effectiveness. We hear how the Video Futures Collective (VFC) is working to demonstrate that it is good business for media buyers to look beyond traditional TV to the new frontier of streaming video. We discuss the first two VFC research projects, one covering streaming effectiveness in the retail category and the second specifically focused on attention in premium video. Can the VFC shed light on cross-platform planning nuances and help buyers understand where they should invest? This discussion turns to other tangible outputs this collaborative thinktank can offer the market – is there really scope to unify thinking around metrics, or how to simplify streaming within a media buy, for example?