Because of the central nature of the screen, the opportunity is ripe for traditional TV service providers, although OTT content choices are increasingly in demand. Actually maybe because OTT choices are in demand. According to Parks Associates, 59 percent of U.S. broadband households want access to on-demand YouTube content through their pay-TV service, with the growing number of smart TVs and connected devices driving interest in online video options. The cable, satellite or IPTV provider that can package it all together with a consistent viewing experience and the right content discovery mechanisms in place stand to win big.

"Connected consumer electronics, particularly smart TVs, are changing the consumer experience and creating opportunities for providers to lure subscribers away from OTT services such as Netflix and Hulu," said Stuart Sikes, President, Parks Associates. "Connected devices are impacting how companies distribute content, sell services, and position advertising."

From the article, "Traditional TV Viewing Offers Cable an OTT Opportunity"

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