Netflix alone has 67 million and 12 million paid users in North America and Europe respectively. With numbers like this, it is no surprise that others are trying to cash in on the Netflix model. Other VoD players like Amazon Prime, BBC, Kividoo, etc have picked up a niche market for their own. This rapid growth of OTT providers is clear indication that viewers want more control on what they watch, and how & where they access it. For content providers, it is the quality, exclusive content and library that matters the most. A smooth navigation is also a key. Also it should be as easy as operating a normal TV. To face the competition, free trials and add-ons are a necessity today.
Source: TVB Europe