Suppliers controlling hardware and content will be best placed to gain from changing trends in media consumption, with new major players disrupting the market, according to UK trade body the Digital Television Group (DTG).
The DTG made the prediction following a new survey from research business YouGov into the way consumers access entertainment.
The DTG said the existing fragmented market would consolidate, with major suppliers like Sky, Google, Apple and Amazon set to shake up the market. Other players such as UK retailer Tesco were also entering the market.
The new ecosystem for on-demand content was likely to see a rise in popularity of digital content libraries like UltraViolet, it said.
YouGov said majority of TV viewing was still linear, but it predicted that OTT would disrupt this, as those services gradually become more seamless.
The YouGov survey also suggested that high prices would hinder the mass adoption of 4G mobile telephony. The DTG said that most viewing would continue to be through home wifi or mobile downloads.