Research and Markets has announced the addition of the "The Internet Era of TV - Expanding Entertainment" report to their offering.

The Internet is rapidly becoming an alternate vehicle for the delivery of video and TV content directly to consumers.

In the new TV ecosystem, Over the Top TV represents the answer to the increased demand for flexibility in consumption and choice in content by the consumers who want to integrate their viewing with their online lives, sharing experiences with friends, often on second screen devices.

The current market is still at an nascent stage, and despite the uncertain economic framework, OTT revenue is expected to rise to 1.9 billion in 2015, with an annual growth rate of 53%.

Initially OTT video services in Europe will be dominated by advertising: at this stage, established players enter the internet arena as a mean to reduce losses, limit cord cutting and to increase viewers' loyalty. Later on these services will also generate additional gains to traditional revenue streams. Indeed, advertising-based services will lose weight proportionally compared to transactional and subscription-based services.

As a matter of fact, the larger slice of OTT revenue will depend on the migration from home video entertainment based on physical supports to online rental services, e.g. Netflix and the likes, and on the spread of non linear and time shifted offerings of broadcasters and telcos (video on demand, catch up TV, PVR).

Meeting consumers' expectations in terms of flexibility and choice will be key to the success of TV in the Internet age.