The media industry has experienced a shift in consumption patterns – worldwide - which are the most disruptive in its history. Consumers expect to watch video when they want, where they want, on whatever platform they want. Multiscreen viewing, including through connected TV devices and mobile devices, is a mainstream activity and is growing fast. Many consumers, regardless of age group, now think of TV as a combination of established and born-online services, across a portfolio of platforms and screens. The way they find content – particularly in the case of OTT consumption - is becoming more diverse. Scanning electronic programme guides, accepting recommendations, using search tools and content discovery apps and responding to social media and email alerts are all methods used to locate material of interest. All of these tools are initiated (or in most cases driven entirely) by metadata.