Recent data from market research firm Parks Associates reveals that 33pc of broadband households in the UK own a smart TV, while 38pc connect a PC to the TV. Fourty per cent of broadband households watch free online video at least once a month.

Only yesterday it was reported that YouTube is planning to launch a subscription-based video-on-demand service that will allow users to watch unlimited videos without ads for a set monthly fee.

"Given the high penetration of Apple mobile devices, there is a built-in market for Apple’s new streaming service. The price is considerably lower than typical pay-TV prices and, if focused on popular channels, could provide high value to consumers," said Barbara Kraus, director of research at Parks Associates.

"Should the Apple streaming service be successful, it also has the potential to increase sales of Apple TV, currently running third in the US behind Roku and Google Chromecast. However, because the service can be streamed from both iPhones and iPads, the new streaming service may not provide a substantial lift for Apple TV sales."

From the article "Apple 'planning TV streaming service'" by Sophie Curtis.

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