James Lauzun believes that we are in a new phase of the streaming revolution, where the response to maximum consumer choice is pivotal for success. He emphasizes that streaming services need to do more than just offer quality content; they must clearly articulate the 'why'—compelling reasons for viewers to choose their service, going beyond the 'what' to connect with their audience. A crucial aspect of this is UX. James advocates for the integration of established streaming design languages with unique twists, creating distinct brand identities in a multi-platform world. As an entrepreneur, thought-leader, and speaker specializing in niche SVOD and FAST sectors, and the Chief Product Officer at MagellanTV, he has been instrumental in scaling the service from its nascent stage to its current success.