A recent study by Parks Associates found that half of US households want a YouTube on-demand feature with their TV package - something Virgin Media TiVo and Freesat viewers got in the UK last month through the provision of a dedicated, numbered channel.

"Virgin Media has added a YouTube app to its EPG for its TiVo customers, answering their demand for access to online video," says Brett Sappington, Research Director at Parks Associates, who thinks that as consumers change their video-viewing habits as a result of online content, operators need to change their business models.

From the article, "Why pay-per-play could be the future of YouTube" by Jamie Carter.

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