United States. In a study, IMS Reseach examined the dynamics of changing TV demand in 30 U.S. cities and argues that demands for pay-TV services are becoming more robust each year, forcing operators to generate more premium free content (OTT).
According to the research, it is projected that by this year 72% of VOD (Video on Demand) requests will be free transactions and OTT content transmitted through set-top boxes will have an equitable share, forecasting revenues for operators of US $ 48 million.
The study also determines that these OTT services are becoming one of the biggest threats for traditional Pay-TV operators and according to Anna Hunt, author of the study, "with devices such as Smartphones the market is proliferating and consumers are quickly getting used to the demand for multimedia consumption".
However, in 2011 about 37 million set-top hybrid IP-enabled set-top boxes will be distributed worldwide, which will allow satellite TV operators to remain competitive with cable TV and IP networks, "being responsible for revenues in the demand for services although their share will be reduced from 66% in 2010 to 53% in 2016, mainly due to the capture of demand on the satellite television platform," Hunt added.
