The media landscape changes significantly over the last few years by new content formats, new service offerings, additional consumption devices and new monetization models. Think of Netflix, DAZN, Mediatheks, mobile devices, interactive content, smart TVs, Virtual and Augmented Reality, and so on. Many of these efforts have been realized by a limited usage of standards, but are standards irrelevant? Secondly, more and more services are enabled by latest mobile compute platforms enabling new services and experiences. This presentation will provide an overview some of these trends and will motivate the development of global interop standards. Specific aspects will include the move of linear TV services to the Internet (both mobile and fixed) as well recent advances on Extended Reality and immersive media trends.