The pay TV industry in Europe is in a rush to adopt Over The Top video technology but is also very confused about how to go about it - but has not let that get in the way of its plans. One way or another OTT is coming to Europe and by 2015 it will flow through over 83 million devices - not counting existing free to air catch up to devices like PCs and tablets, which is already way beyond this figure.
Over The Top technology will not stimulate brand new video rivals but will be dominated by existing services - broadcasters and pay TV operators, and it will mostly be received on devices not supplied by pay TV operators, but which are general purpose in their nature - PCs of course but also tablets, smart phones, smart TVs and Blu-ray devices. There will be some specialist set top hybrids, but these will remain firmly in the minority throughout the period of this forecast.
This is the first report of its type, not just vaguely suggesting how big OTT will be, but projecting key separate ingredients for OTT - free to air to Smart TVs, pay TV to general purpose devices, and pay TV OTT on a hybrid set top.