The media industry has been in a state of upheaval for several years. In the TV environment, the intensity of competition has increased: a sharp rise in the number of global providers is pushing into the market with paid entertainment (Netflix, Disney+, etc.) and sports content (DAZN, Sky, etc.). This allows consumers to increasingly individualize their media consumption. Changing customer expectations increasingly require more flexibility and creativity in the design of attractive offers. In order to remain competitive, reduce churn and secure their future viability, companies are required to continuously optimize their products, offers and revenue models and, if necessary, enter into cooperations with partners.