What ‘Skinning the Stream’ Really MeansAn individualized stream isn’t a nice-to-have luxury or a novelty. A betting-integrated skin that reflects live odds and reacts to key in-game moments. At BT Sport, we launched Match Day Experience, a mobile-first version of the live stream that gave fans more control and personalisation. Until then, many of the most compelling skin opportunities—the ones that rely on live interaction—will remain just out of reach. Closing Thoughts—One Stream, Infinite StoriesThe live stream is no longer the product.