We heard from broadcasters how they intend to replace lost linear reach, and now we focus on the contribution of the wider market to Total Video audiences -- and investigate how we unify planning and optimization in this environment. Discussions could include: Whether there is a subset of younger viewers permanently lost to what we know as ‘TV’, who are addicted to short, snacked, low-budget video; Potential incremental reach/frequency from SVOD with ads, and whether this environment offers anything unique (AdUX, fandom, halo effects…); The purpose of FAST for viewers and advertisers; How we unify planning and optimization across an increasingly fragmented Total Video universe; How we understand the incremental value of each new streaming service on the plan, avoiding streaming-on-streaming duplication; Preparing for more live streamed sport – and how we maximise the advertising value of it; How buyers ensure all new (broadcast replacement) reach is effective reach.