According to a report on aminocom, the idea of using one remote for all services is one of the advantages of Pay-TV operators offering OTT services. Also the illusion of paying for one service (with add-ons) is better than subscribing two different services (one remote-one bill). Flexible offers with less constraints are on the rise. In fact, 90% of Sky’s NOW TV subscribers had never considered Sky TV. What’s indeed necessary is addressing customized requirements like packages, billing, and even custom UI. Analytics is increasingly being used to tap into these.