The “death of TV” has long been predicted, and peak multi-device/mobile OTT streaming may finally ring the death knell for standard TV. While it may not be as dramatic as that, the last few years have proven that nothing is predictable. As people have shifted toward a 100% digital life during the pandemic, streaming media boomed, and millions of consumers have cut the cord (less than 50% of content consumed in the UK is via traditional TV, as of 2021) and demanded content served to them in higher quality, on any device, anywhere, at any time they want. For telcos in particular, adapting on the fly to support these new and changing conditions has required rethinking content delivery.