During this MESA Smart Content Europe Summit track, Paul Hastings, EVP of Sales EMEA at Whip Media, explored the unique data requirements that are now essential to navigate the dynamically changing streaming landscape. Key use cases and real-world licensing scenarios were also part of the discussion.  Outlined was the licensing journey, where incorporating comprehensive competitive datasets and understanding how audiences are truly engaging with content are critical to the decision process. And, how leveraging this data with advanced AI-based modelling, can surface hidden gems and pinpoint what content to license and merchandise next, that is 8x more accurate in predicting a titles success.