TV Everywhere (TVE) – effectively the ability for pay-TV customers to also watch traditional TV offers (DTH, cable, IPTV, terrestrial) on other screens such as PC, smartphones and tablets – has become available to 130 million pay-TV customers in Europe, at the end of 2016 according to Dataxis, equating to a penetration of 72 per cent of all European pay-TV subscribers.

Dataxis believes that the next step for pay-TV operators is to better integrate OTT in their global strategies and launch new pure OTT offers. Initially, TVE offerings were developed in parallel and alongside legacy offers. As next generation, fixed broadband (FTTH, VDSL, Fibre cable) and 4G becomes more prevalent in European markets, it is only a question of time that pay-TV operators unify their TV and Video offerings under OTT technologies, concludes Dataxis.