Demand for value addition in television sets is expected in the coming years as several television manufacturers would install cloud TV services in their smart television sets. Growth in the adoption of smart devices such as smart TV, smartphones, and tablets drives the growth of cloud TV across the globe. Television manufacturing firms such as Toshiba Corporation and Koninklijke Philips N.V. have started offering cloud TV applications and solutions pre-installed in their smart television sets. In addition, the expansion of 3D content in television broadcasting is increasing growth of the cloud TV market. 

One of the biggest advantages of cloud TV streaming is how it is responsive to changes in cloud TV market demands. As most cloud platform has been virtualized, adding new features is possible at a much faster rate than with legacy technologies. Cloud platforms, especially cloud native platforms are often designed and created with a modular approach. One approach uses microservices architecture and builds the platform in smaller standalone services. Each new service or feature can then be released independently, instead of waiting for a full release of all new services at once. 

Another enabler of ongoing delivery is the DevOps methodology in which developers and operational teams are merged into a single team across an entire application lifecycle from development and test to deployment to operations. By decreasing the design-develop-test-release cycle into one of the continuous releases, DevOps allows ongoing delivery. Since these service providers no longer have to wait for the next big release and can integrate several elements into their TV platform on an ongoing basis, they can meet cloud TV market demands earlier and at times get a step ahead of their competitors, who are tied to older technology and processes.

Key market players such as – Altice USA, Brightcove Inc., Charter Communications, Liberty Global plc, Ooyala Inc., Phonix Satellite Television Holdings Ltd, PCCW Limited, TalkTalk TV Entertainment Limited, xfinity Ziggo B.V.

As the worldwide demand for online video continues to explode, businesses need to find new media streaming solutions to deliver video streaming services that rising online audience demands. Despite massive advancements in streaming technology over past two decades, there are specific hurdles that the industry continues to face. In particular, bandwidth limitations, latency concerns, and device compatibility tasks avoid viewers from experiencing unified video streaming. Broadband speeds have increased significantly in last few years and new streaming technology (Adaptive Bit Rate streaming) hold lot of promises, however, there are still concerns to ensure consistent quality of services (QoS) from unreliable network environments and over long distances for majority of consumers.

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In addition to increasing selection of services, convergence includes advances in streaming video TVs and devices, fast and reliable internet connections, popularity of watching TV on smartphones and tablets, and growth in supply of high-quality movies and series for every imaginable viewing preference. User expectations are growing daily such as audiences want to be able to access highest quality video on any device, in any location without waiting. Thus, the cloud TV market is expected to grow at a good pace during the forecast period.

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