The growth of digital services over recent years has seen increasing media convergence, both in Europe and around the world. Regulation designed primarily for linear media (such as traditional scheduled television services) has not adequately kept pace with the growth of non-linear media (such as on-demand services on televisions or other devices). To evaluate the regulation in place is crucial for the aim to promote the European digital economy. This trend towards non-linear media – especially among certain age groups – presents a significant challenge to regulators. It will continue to do so in ways that are difficult for regulators to foresee at this time. Technological development necessitates flexible and coherent rules. The trends call for rethinking the structures of regulation. This report recommends the use of opt-in regulation that offers favourable terms for the provision of content of ‘public value’. This approach will ensure that common European aims and values are maintained and national cultural particularities respected in a stable and long-lasting regulatory framework.