Sinclair Broadcast Group’s nearly-$4 billion deal to acquire Tribune Media creates a behemoth that could truly unleash the power of advanced advertising.

It is looking more and more like 2017 could be the year when Hulu truly differentiates itself from its Big Streaming SVOD peers, Netflix and Amazon.

The core theme of the vigorous discussion: the evolution of media buying away from age and gender, and toward a host of other data points.

This will mark the first year since Parks began tracking the space that fewer OTTs came to market than in the previous year.

Netflix has made a ton of high-quality programming across the gamut, from comedy to drama, documentary features to unscripted series. But just like the networks still judged by outdated metrics like Nielsen ratings, capturing what will compel people to subscribe is Netflix’s alpha and omega.