New CTAM Research:
Viewer’s Choice – Signals for Strategy
Viewers have more choices across TV providers and streaming apps than ever before but remain unclear about what makes one subscription more valuable than another. The average viewer watches from six different sources, turning choosing ‘what to watch’ into a central friction point in the TV experience.
New CTAM research, fielded in May in partnership with Hub Entertainment, uncovers how services can succeed in the next phase of streaming.
Value by Design: Building a Better Streaming UX and Discovery Experience
New insights reveal:
- Which streaming and TV platform features and UX elements truly drive perceived value
- What differentiates one streaming service and TV platform from another in a crowded market
- Where content discovery begins and who viewers trust to guide it
- The biggest unmet needs still fueling churn
- Why choice overload is increasing the appeal of aggregation and bundles
Speaker
10-Minute Insights Presentations
CTAM member research partners are uncovering distinctive insights into viewing, discovery, and streaming behaviors. We’re bringing them together for a fast-paced series of presentations designed to highlight the signals shaping business strategy and future investment.
The Price of Attention: Aligning Value, Expectations, and Engagement in Streaming
Attention is earned through perceived value, not just content availability. This talk explores how aligning experience, and delivery strengthens engagement and long term loyalty.
John Buffone
Vice President, Industry Advisor, Media Entertainment
Circana
Bio
Streaming’s Next Act: Growth, Monetization, and Retention Strategies in 2026
Amid price hikes and service saturation, how can we fight streaming fatigue in 2026? HarrisX will discuss where growth, monetization, and retention will come from next—whether it’s through super-streamer subscribers, ad-tier calibration, or a multi-pronged battle against churn featuring content targeting and early warning signals.
Janet Kwok
Director of Syndicated Research
HarrisX
Bio
Multiple Paths to Creating Value
From engagement-driven content cadence to ecosystem-driven bundles, examine the strategies proven to drive subscriptions and long-term value, supported by data and real-world examples.
Michelle Aubertine
Vice President, Telecom & Entertainment
KS&R
Bio
The Most Expensive Couch in America
The most valuable thing in streaming right now isn’t content. It’s confidence. The services that help viewers feel good about their choices — not just informed, but confident — will win retention, reduce churn, and rebuild trust. Take-away insights that reveal the rewards of aggregation, content curation and customer experience.
Paul Turcotte
Chief Strategy Officer
TV Guide Magazine
Streaming’s Share of Wallet Migration
While networks, streamers and platforms fight for share of attention, consumers are actively managing their share of wallet that goes to subscription services and entertainment. SubScape, Magid’s monthly monitor of the subscription landscape, reveals consumer migration from service to service and how user experience, search and discovery, and library influence customer acquisition and retention.
Jill Rosengard Hill
Executive Vice President, Global Media, Entertainment and Games
Magid
June 10 Schedule
| 10:00 a.m. | Welcome |
| 10:05 – 10:45 a.m. | 10-minute Insights Presentations |
| 10:45 – 11:45 a.m. | CTAM UX & Discovery Presentation, Q&A |
| Noon – 1:00 p.m. | Networking Luncheon |
Location
The Yale Club of New York
50 Vanderbilt Ave, New York, NY 10017
