The digital revolution has created an increasingly fragmented TV landscape. Traditional Pay TV still clings to its old business model whilst Netflix and Amazon hammer on its door, wooing audiences and tempting both cord cutters and cord nevers with its headline grabbing content budgets and original commissioning. In between reside new platforms, Content Connectors such as Roku and Chromecast offering the technology of converting dumb TVs into smart TVs but without the ecosystem to support this innovation.  The connected TV space is awaiting its iTunes moment, where a combined software and hardware play with sufficient industry clout can join the dots and take connected TV to the mainstream.  Apple is arguably the only global company with the resources, consumer loyalty, reputation and expertise to do this.

Companies mentioned in this report: Netflix, HBO, Sky, HBO Now, Sky Go, Apple, Apple TV