One message from OTT Question Time 2026 came through consistently:
users don’t think in services, they think in moments.

They want something to watch now, not a decision about which app to open.

That’s why aggregation models are outperforming closed ecosystems. Unified home screens, shared discovery layers, and pragmatic partnerships are reducing friction and increasing satisfaction. This is especially visible across MENA telco hubs and APAC super-app environments, where aggregation is already the default user expectation.

Netflix’s advantage increasingly comes from being:

• Present across devices
  
• Integrated into partner platforms
  
• Easy to return to
  

Not purely from exclusivity.

The real challenge for operators isn’t whether to aggregate. It’s how to do it without losing control.

What successful aggregation requires:

• Flexible navigation across owned and partner surfaces
  
• Metadata models that scale across multiple services
  
• Partner onboarding that doesn’t trigger full reintegration cycles
  
• Clear rules around branding, placement, and data ownership
  

Aggregation isn’t about giving up differentiation. It’s about meeting users where they already are, while keeping your platform structurally ready for change.