The rise of SVOD platforms has driven a significant change in TV viewing habits with viewers having an unprecedented choice of content.

The result is a fragmented video market which has made it increasingly complex for users to manage the various sources of content that are available.

For more than fifty years, FTAs and Pay TV networks have played an important role in aggregating television content from multiple content owners and creators. However, over the last decade, a proliferation of OTT video services has driven a significant transformation in TV viewing habits. The video market has fragmented, and it is becoming increasingly complex for audiences to manage the various sources of content that are available. Viewers today, have unprecedented choice when it comes to content and how to watch the content. The result is a fragmentation of the industry, with a move away from a single, homogeneous bundle of channels to a much more diverse set of content choices.