The AV landscape is changing. It's no secret that linear viewership has been declining -and with good reason; we’ve seen increased fragmentation in the market as viewers are spoilt for choice. So how is this changing how brands and agencies plan? Changing consumption habits have led to an evolved ecosystem littered with acronyms and shiny new ways for marketers to invest their money, all adding complication and complexity to media planning. In this panel, we will cover topics including the influx of SVOD suppliers, and how much incremental reach/frequency they deliver, plus whether advertisers see them as a special environment (e.g., offering zeitgeist/fandom related effectiveness halos) or just more streaming? We'll cover whether AVOD is filling any reach gaps left by reduced broadcast linear consumption, and how we make it super-easy to find and execute upon these audiences. We'll ask about the role of FAST for media planners, and whether buyers will invest more, using a wider range of publishers, if given more programmatic transparency on context and environment. And we'll also cover whether we're satisfied that streaming TV used to find 'missing' broadcast audiences is just as effective, how much incremental audience each new streaming service can contribute, and opportunities to minimise audience duplication.