As media evolves to a direct-to-consumer world, nowhere is the competition fiercer than in television. Video commands the most revenue of any E&M sector: about US$420 billion globally in subscriptions and advertising in 2015, according to PwC. Around the world, more people are choosing to stream video through over-the-top (OTT) services, that is, services that deliver film and television content via the Internet, without the need for traditional cable or satellite TV subscriptions. Today, 78 percent of U.S. consumers subscribe to at least one OTT service, according to PwC. Although most viewers currently add OTT to their pay-TV subscriptions, its disruptive potential is becoming more apparent. In 2014, 91 percent of U.S. consumers said they could see themselves subscribing to cable in the following year. A year later, that number had fallen to 79 percent.