The market for ad-supported television has become more diverse thanks to BVOD, AVOD, SVOD ad tiers and FAST. This presentation investigates the viability of our rich ad-funded ecosystem if linear budgets do not flow to streaming TV services in the same volumes, or at the same rate, as linear audiences do. Is it possible that buyers will seek their linear reach replacement from lower-priced video sharing platforms or social media instead? You will hear the potential to attract entirely new ad revenues to streaming that were previously destined for non-TV digital, before we consider the % of linear budget that can be lost to TV, temporarily or permanently, before streaming market consolidation becomes likely.