The integration between traditional pay tv and streaming services is growing according to Kagan, society of S&P Global Market Group. Service providers, which cover almost one third of global pay tv subscribers, have introduced the possibility of access to third party streaming services.

Pay tv integrated streaming services are adopted by 58 operators in Western Europe, covering nearly 90% of subscribers in the region.

Also, in North America 74% of USA subscribers and almost the entire subscribers in Canada have access to Ott integrated services.

Third party services come as a strategy to gain new challenges for the traditional pay tv along with new consumer preferences.