The OTT Question Time Live 2025 conference in London was bustling with activity as industry leaders gathered to discuss the future of OTT and TV advertising. The Content Gatekeepers panel featured Gabriel Cosgrave from TiVo, Fahad Durrani from Google TV, Hilary Goldsmith from Nexxen, and Rose Hulse from ScreenHits TV. They provided a deep dive into the latest trends and innovations shaping the industry.
TiVo’s Commitment to User Experience
Gabriel Cosgrave, GM EMEA at TiVo, emphasized TiVo’s dedication to enhancing user experience through cutting-edge content discovery solutions. “We have over a billion search queries a day through the TiVo search and recommendations world, including voice,” Cosgrave highlighted. This impressive figure underscores TiVo’s pivotal role in helping users navigate the vast array of contentavailable today. Cosgrave explained TiVo’s strategy of designing a content-centric user interface (UI) to reduce the time it takes for users to find what they want to watch. “Time to content is crucial. If users can’t find what they want quickly, they give up,” he noted.
Diverse Strategies in OTT and TV Advertising
Fahad Durrani, Head of Product, Content Discovery & Monetisation at Google TV, offered another perspective by focusing on Google TV’s dual approach. Google TV provides both a custom launcher for operators and a distinct user interface. “We serve the ecosystem, giving optionality in the market both for our OEM and ODM partners, and from a user perspective,” Durrani stated. He stressed the importance of understanding where the eyeballs are, particularly with the influx of Gen Z users who have different expectations from their media consumption devices.
Hilary Goldsmith, Chief Customer Officer at Nexxen, brought a data-oriented view to the discussion. She highlighted the value of data in understanding user behavior and delivering targeted advertising. “More data, more users, more understanding of that data,” Goldsmith remarked. She pointed out that the operating systems (OS) and original equipment manufacturers (OEMs) are keen to retain their gatekeeper positions due to the valuable data they hold.
Rose Hulse, founder and CEO of ScreenHits TV, discussed the importance of flexibility and innovation in reaching consumers. “The future gatekeepers are those that are going to be using technology in a really unique way,” Hulse said. She emphasized the need to listen to consumers and reach them not just at home on their TVs, but on the go in whatever form that takes.
Challenges for Legacy Operators
The panelists also touched on the challenges legacy operators face in maintaining their gatekeeper roles. Cosgrave acknowledged the slowing growth of telco bundling opportunities but remained optimistic about the role of smart TV operating systems (OS) in the future. “As an independent media platform, we are not tied to a specific content provider, which allows us to offer a more diverse range of content and recommendations,” he said.
A Comprehensive Look at OTT Trends
The Content Gatekeepers panel at OTT Question Time Live 2025 provided a comprehensive and insightful look at the current trends and future directions in OTT and TV advertising. The panelists highlighted the importance of enhancing user experience, leveraging data, and adapting to the evolving expectations of new generations. With innovative approaches from industry leaders like TiVo, Google TV, Nexxen, and ScreenHits TV, the future of content discovery and monetization looks promising.
As Gabriel Cosgrave concluded, “The future gatekeepers will be those who use technology in unique ways to reach consumers, not just at home on their TVs, but on the go in whatever form that takes.” This sentiment captures the essence of the discussion and underscores the dynamic nature of the industry. By staying ahead of the curve and embracing new technologies, the OTT and TV advertising landscape is poised for exciting developments that will shape the way we consume media for years to come.
Watch the Content Gatekeepers panel recording here:
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