View source for Streaming television

{{Short description|Distribution of television content via the public internet}}
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{{Redirect-distinguish-text|Internet television|[[Internet Protocol television]] (a type of Internet-based streaming television service)}}
{{For|digital distribution of short form content|Web series}}
{{For|streaming television supported by advertising|Free ad-supported streaming television}}

'''Streaming television''' is the [[digital distribution]] of [[television]] content, such as [[film]]s and [[television show|series]], over the [[Internet]].<ref name="Supan">{{cite web|last1=Supan |first1=Joe |title=What you need to stream TV: A beginner's guide |url=https://www.allconnect.com/blog/beginners-guide-to-tv-streaming |website=Allconnect |date=June 22, 2023 |archive-url=https://web.archive.org/web/20240120101034/https://www.allconnect.com/blog/beginners-guide-to-tv-streaming |archive-date=January 20, 2024 |url-status=live}}</ref> In contrast to [[terrestrial television|over-the-air]], [[cable television|cable]], and [[satellite television|satellite]] transmissions, or [[IPTV]]<ref name="Hanna-IPTV">{{cite web|last1=Hanna |first1=Katie Terrell |last2=Scarpati |first2=Jessica |title=IPTV (Internet Protocol television) |url=https://www.techtarget.com/searchnetworking/definition/IPTV-Internet-Protocol-television |website=[[Informa TechTarget|TechTarget]] |date=August 12, 2021 |access-date=28 June 2025 |archive-url=https://web.archive.org/web/20221112040747/https://www.techtarget.com/searchnetworking/definition/IPTV-Internet-Protocol-television |archive-date=November 12, 2022 |url-status=live}}</ref> service, streaming television is provided as [[over-the-top media service|over-the-top media]] (OTT).<ref name="century">{{cite web|title=What is streaming TV? |url=https://www.centurylink.com/home/help/television/streaming-tv/what-is-streaming-tv.html |website=[[CenturyLink]] |date=2024 |archive-url=https://web.archive.org/web/20240325025601/https://www.centurylink.com/home/help/television/streaming-tv/what-is-streaming-tv.html |archive-date=March 25, 2024 |url-status=live}}</ref><ref name="TravSonic">{{cite web|title=What is OTT? Understanding the streaming platforms such as Netflix, Amazon, and Apple TV |url=https://www.travsonic.com/what-is-ott-for-streaming/ |website=TravSonic |date=February 29, 2024 |access-date=29 April 2024 |archive-url=https://web.archive.org/web/20240613002903/https://www.travsonic.com/what-is-ott-for-streaming/ |archive-date=June 13, 2024 |url-status=live}}</ref> Television content includes productions made by or for OTT services, and acquired by them with [[License|licensing]] agreements.<ref name="Arnold-MPN">{{cite magazine |last1=Arnold |first1=Thomas K. |title=Netflix Still on Top in Terms of Original Content, with 37% of All Movies and Shows |url=https://www.mediaplaynews.com/netflix-still-on-top-in-terms-of-original-content-with-37-percent-of-all-movies-and-shows/ |magazine=[[Media Play News]] |date=November 18, 2022 |archive-date=23 August 2024 |archive-url=https://web.archive.org/web/20240823113413/https://www.mediaplaynews.com/netflix-still-on-top-in-terms-of-original-content-with-37-percent-of-all-movies-and-shows/ |url-status=live }}</ref><ref name="Irwin-Hunt">{{cite magazine|last1=Irwin-Hunt |first1=Alex |title=Streaming wars: Disney+, Netflix and Amazon to drive original content spend |url=https://www.fdiintelligence.com/content/data-trends/streaming-wars-disney-netflix-and-amazon-to-drive-original-content-spend-82017 |magazine=[[fDi Intelligence]] |date=February 8, 2023 |archive-date=15 April 2023 |archive-url=https://web.archive.org/web/20230415175240/https://www.fdiintelligence.com/content/data-trends/streaming-wars-disney-netflix-and-amazon-to-drive-original-content-spend-82017 |url-status=live}}</ref><ref name="Adgate">{{cite magazine|last1=Adgate |first1=Brad |title=Studios Are Once Again Licensing TV And Movies To Rival Netflix |url=https://www.forbes.com/sites/bradadgate/2023/12/21/studios-are-once-again-licensing-tv-and-movies-to-rival-netflix/ |magazine=[[Forbes]] |date=December 21, 2023 |archive-url=https://archive.today/20231222021919/https://www.forbes.com/sites/bradadgate/2023/12/21/studios-are-once-again-licensing-tv-and-movies-to-rival-netflix/?sh=392232ca6b11 |archive-date=22 December 2023 |url-status=live}}</ref><ref name="Marshall">{{cite web|last1=Marshall |first1=Carrie |title=How movies and shows end up on your streaming services: studio rights explained |url=https://www.techradar.com/streaming/how-movies-and-shows-end-up-on-your-streaming-services-studio-rights-explained |website=[[TechRadar]] |date=December 23, 2024}}</ref>

In 2024, streaming television became "the dominant form of TV viewing" in the United States.<ref name="Nielsen2024">{{cite web|title=Need to Know: What's the difference between OTT, CTV and streaming? |url=https://www.nielsen.com/insights/2024/whats-the-difference-ott-vs-ctv/ |website=[[Nielsen Corporation]] |date=February 2024 |access-date=29 April 2024 |archive-url=https://web.archive.org/web/20240404231959/https://www.nielsen.com/insights/2024/whats-the-difference-ott-vs-ctv/ |archive-date=April 4, 2024 |url-status=live}}</ref>{{efn|"What started as [a] niche corner in the media landscape in the early 2000s has grown to the dominant form of TV viewing in the U.S."<ref name="Nielsen2024" />}} It surpassed cable and network television viewing in 2025.<ref name="Nielsen-TV milestone">{{cite web|title=Streaming Reaches Historic TV Milestone, Eclipses Combined Broadcast and Cable Viewing For First Time |url=https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone-eclipses-combined-broadcast-and-cable-viewing-for-first-time/ |website=[[Nielsen Corporation]] |date=June 17, 2025 |access-date=28 June 2025 |archive-url=https://web.archive.org/web/20250619084155/https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone-eclipses-combined-broadcast-and-cable-viewing-for-first-time/ |archive-date=June 19, 2025 |url-status=live}}</ref><ref name="Koblin-streamingTV">{{cite news|last1=Koblin |first1=John |title=It's Official: Streaming Is Now the King of TV |url=https://www.nytimes.com/2025/06/17/business/media/streaming-beats-cable-broadcast.html |work=[[The New York Times]] |date=June 17, 2025 |access-date=28 June 2025 |archive-url=https://archive.today/20250617154814/https://www.nytimes.com/2025/06/17/business/media/streaming-beats-cable-broadcast.html |archive-date=17 June 2025 |url-status=live}}</ref>

== History ==
{{See also|Streaming media}}
===1990s===
Up until the 1990s, it was not thought possible that a [[television show]] could be squeezed into the limited [[Telecommunications|telecommunication]] [[bandwidth (signal processing)|bandwidth]] of a [[copper]] [[telephone cable]] to provide a streaming service of acceptable quality, as the required bandwidth of a [[digital television]] signal was (in the mid-1990s perceived to be) around 200{{nbsp}}[[Data-rate units|Mbit/s]], which was 2,000 times greater than the bandwidth of a speech signal over a copper [[Telephone line|telephone wire]].<ref name="Lea">{{cite book |last1=Lea |first1=William |title=Video on demand: Research Paper 94/68 |date=1994 |publisher=[[House of Commons Library]] |url=https://researchbriefings.parliament.uk/ResearchBriefing/Summary/RP94-68 |access-date=20 September 2019}}</ref> 

Streaming services started as a result of two major technological developments: [[Moving Picture Experts Group|MPEG]] ([[Motion compensation|motion-compensated]] [[Discrete cosine transform|DCT]]) [[Data compression|video compression]] and [[ADSL|asymmetric digital subscriber line]] (ADSL) [[data communication]].<ref name="Lea"/> By the year 2000, a television broadcast could be compressed to 2{{nbsp}}Mbit/s, but most consumers still had little opportunity to obtain greater than 1{{nbsp}}Mbit/s connection speeds.<ref>{{cite news |last1=Hogan |first1=Hank |title=Full-Stream Ahead for Multimedia Content? |url=https://archive.org/details/multichannel-news-international-march-2000/page/n31/mode/2up |access-date=11 May 2024 |work=Multichannel News International |publisher=Cahners |date=1 March 2000 |page=32}}</ref>

The first worldwide live-streaming event was a radio live broadcast of a baseball game between the Seattle Mariners and the New York Yankees streamed by ESPN SportsZone on September 5, 1995.  

===2000s===
The mid-2000s were the beginning of television programs becoming available via the [[Internet]]. In November 2003, Angelos Diamantoulakis launched the streaming television service ''TVonline'', making it the world's first television station to produce and broadcast content exclusively over the internet via web page.<ref name="neakriti">{{cite news |author1=Boui Valia |title=Άγγελος Διαμαντουλάκης: Ο Κρητικός "Μπιλ Γκέιτς" |url=https://www.neakriti.gr/kriti/1336646_aggelos-diamantoylakis-o-kritikos-mpil-gkeits |access-date=28 January 2025 |agency=neakriti.gr |publisher=neakriti |date=16 July 2016}}</ref><ref>{{cite news |title=Ο "πατέρας" της διαδικτυακής τηλεόρασης, μίλησε στην Κρήτη TV . |url=https://www.youtube.com/watch?v=uK2koLSZyJ0&t=132s |access-date=28 January 2025 |agency=Κρήτη TV |publisher=Youtube |date=2014}}</ref> The [[online video platform]] site [[YouTube]] was launched in early 2005, allowing users to share illegally posted television programs.<ref name=":0">{{cite journal |last1=Waterman |first1=David |last2=Sherman |first2=Ryland |last3=Wook Ji |first3=Sung |title=The economics of online television: Industry development, aggregation, and 'TV Everywhere' |journal=Telecommunications Policy |date=October 2013 |volume=37 |issue=9 |pages=725–736 |doi=10.1016/j.telpol.2013.07.005 }}</ref> YouTube co-founder [[Jawed Karim]] said the inspiration for YouTube first came from [[Janet Jackson]]'s role in the 2004 [[Super Bowl XXXVIII halftime show controversy|Super Bowl incident]], when her breast was exposed during her performance, and later from the [[2004 Indian Ocean earthquake and tsunami|2004 Indian Ocean tsunami]]. Karim could not easily find video clips of either event online, which led to the idea of a video sharing site.<ref>{{cite web |first=Jim |last=Hopkins |title=Surprise! There's a third YouTube co-founder |url=http://usatoday30.usatoday.com/tech/news/2006-10-11-youtube-karim_x.htm |website=[[USA Today]] |publisher=[[Gannett Company]] |date=October 11, 2006 |access-date=March 26, 2017}}</ref> Apple's [[iTunes]] service also began offering select television programs and series in 2005, available for download after direct payment.<ref name=":0"/> 

During the mid-2000s, the streaming media was based on UDP, whereas the basis of the majority of the Internet was [[HTTP]] and content delivery networks (CDNs). In 2007, HTTP-based adaptive streaming was introduced by Move Networks. This new technology would be a significant change for the industry. One year later the introduction of HTTP-based adaptive streaming, many companies such as [[Microsoft]] and [[Netflix]] developed their streaming technology. In 2009, [[Apple Inc.|Apple]] launched [[HTTP Live Streaming]] (HLS). 

Television networks and other independent services began creating sites where shows and programs could be streamed online. [[Amazon Prime Video]] began in the United States as Amazon Unbox in 2006 (but did not launch worldwide until 2016).<ref>[https://web.archive.org/web/20170305012150/http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=irol-newsArticle&ID=2229623 "Amazon - Press Room - Press Release"].{{dead link|date=December 2023}} ''phx.corporate-ir.net''. Retrieved 2017-12-05.</ref> Netflix, a website originally created for DVD rentals and sales, began providing streaming content in 2007.<ref>[https://media.netflix.com/en/about-netflix "About Netflix"]. ''Netflix Media Center''. Retrieved 2017-12-05.</ref> The first generation [[Apple TV (device)|Apple TV]] was released in 2007.<ref>[http://www.roughlydrafted.com/RD/Home/21133BEF-61B4-40C1-A976-5C1360E60694.html "How Apple's iTV Media Strategy Works"]. ''www.roughlydrafted.com''. Retrieved 2017-12-05.</ref> In 2008 [[Hulu]], owned by NBC and Fox, was launched, followed by tv.com in 2009, owned by CBS.

Digital media players also began to become available to the public during this time. In 2008, the first generation [[Roku]] streaming device was announced.<ref>[https://hothardware.com/news/inside-the-tech-of-the-netflix-player-with-roku1 "Inside The Tech Of The Netflix Player With Roku | HotHardware"]. ''HotHardware''. HotHardware. Retrieved 2017-12-05.</ref> These digital media players have continued to be updated and new generations released.<ref>{{cite news |last1=Zickuhr |first1=Kathryn |title=Generations and their gadgets |url=https://www.pewresearch.org/internet/2011/02/03/generations-and-their-gadgets/ |work=Pew Research Center: Internet, Science & Tech |date=3 February 2011 }}</ref>

In 2008, the [[International Academy of Web Television]], headquartered in Los Angeles, formed in order to organize and support television actors, authors, executives, and producers in streaming television and [[web series]]. The organization also administers the selection of winners for the [[Streamy Awards]]. In 2009, the [[Los Angeles Web Series Festival]] was founded. Several other festivals and award shows have been dedicated solely to web content, including the [[Indie Series Awards]] and the [[Vancouver Web Series Festival]]. 

===2010s===
in 2010, [[Adobe Inc.|Adobe]] launched [[Adaptive bitrate streaming|HTTP Dynamic Streaming]] (HDS). In addition, HTTP-based adaptive streaming was chosen for important streaming events such as [[Stade Roland Garros|Roland Garros]], [[Wimbledon Championships|Wimbledon]], [[2010 Winter Olympics|Vancouver]] and [[2012 Summer Olympics |London Olympic Games]], and many others and on premium on-demand services (Netflix, Amazon Instant Video, etc.).

The increase in streaming services required a new standardization, therefore in 2012, with the contributions of Apple, Netflix, Microsoft, and other companies, [[Dynamic Adaptive Streaming over HTTP|Dynamic Adaptive Streaming]], known as MPEG-DASH, was published as the new HTTP-based adaptive streaming standard.<ref>{{cite news |last1=Zambelli |first1=Alex |title=A history of media streaming and the future of connected TV |url=https://www.theguardian.com/media-network/media-network-blog/2013/mar/01/history-streaming-future-connected-tv |work=The Guardian |date=1 March 2013 }}</ref>

[[Smart TV]]s took over the television market after 2010 and continue to partner with new providers to bring streaming video to even more users.<ref>{{Cite web|last=Johnson|first=James|date=2019-10-10|title=OTT TV: What It Is and How It's Shaping The Video Industry|url=https://www.uscreen.tv/blog/ott-tv/|access-date=2019-11-01|website=Uscreen|language=en-US}}</ref> As of 2015, smart TVs are the only type of middle to high-end television being produced. Amazon's version of a digital media player, [[Amazon Fire TV]], was not offered to the public until 2014.<ref>Horn, Leslie. [https://gizmodo.com/amazons-fire-tv-everything-you-need-to-know-1556889628 "Fire TV: Everything You Need to Know About Amazon's $100 Streaming Box"]. ''Gizmodo''. Retrieved 2017-12-05.</ref>

Access to television programming has evolved from computer and television access to include mobile devices such as [[smartphone]]s and [[tablet computer]]s. Corresponding [[Mobile app|apps]] for mobile devices started to become available via app stores in 2008, but they grew in popularity in the 2010s with the rapid deployment of [[LTE (telecommunication)|LTE]] [[cellular network|cellular networks]].<ref>{{Cite web|last=Vora|first=Rutam|title=In 4G era, app, video streaming experience key for brand loyalty: Report|url=https://www.thehindubusinessline.com/info-tech/in-4g-era-app-video-streaming-experience-key-for-brand-loyalty-report/article9035994.ece|access-date=2021-11-23|website=@businessline|date=26 August 2016 |language=en}}</ref><ref>{{Cite web|title=Data traffic grew by 60 times in past 5 years – 99% of the data usage came from 4G in 2020|url=https://www.businessinsider.in/tech/news/data-traffic-grew-by-60-times-in-past-5-years-99-of-the-data-usage-came-from-4g-in-2020/articleshow/80843169.cms|access-date=2021-11-23|website=Business Insider}}</ref> These apps enable users to [[Streaming media|stream]] television content on mobile devices that support them.

In 2013, in response to the shifting of the soap opera ''[[All My Children]]'' from broadcast to streaming television, a new category for "Fantastic web-only series" in the [[Daytime Emmy Awards]] was created.<ref>{{cite web | url=http://www.broadcastingcable.com/news/news-articles/natas-hopes-make-40th-daytime-emmys-winner/113943 | title=NATAS Hopes to Make 40th Daytime Emmys a Winner | website=broadcastingcable.com | date=December 24, 2012 | access-date=2015-09-22 | url-status=live | archive-url=https://web.archive.org/web/20150923172949/http://www.broadcastingcable.com/news/news-articles/natas-hopes-make-40th-daytime-emmys-winner/113943 | archive-date=2015-09-23 }}</ref>  That year, Netflix made history with the first [[Primetime Emmy Awards|Primetime Emmy Award]] nominations for a streaming television series at the [[65th Primetime Emmy Awards]], for ''[[Arrested Development]]'', ''[[Hemlock Grove (TV series)|Hemlock Grove]]'', and ''[[House of Cards (American TV series)|House of Cards]]''.<ref>{{cite news|url=http://artsbeat.blogs.nytimes.com/2013/07/18/watching-for-the-2013-primetime-emmy-nominations/|title=Netflix Does Well in 2013 Primetime Emmy Nominations|access-date=2013-07-18|date=2013-07-18|work=[[The New York Times]]|author=Stelter, Brian|url-status=live|archive-url=https://web.archive.org/web/20130719190706/http://artsbeat.blogs.nytimes.com/2013/07/18/watching-for-the-2013-primetime-emmy-nominations/|archive-date=2013-07-19}}</ref> Hulu earned the first Emmy win for Outstanding Drama Series, for ''[[The Handmaid's Tale (TV series)|The Handmaid's Tale]]'' at the [[69th Primetime Emmy Awards]] in 2017.

Traditional cable and satellite television providers began to offer streaming services. In 2012, British broadcaster [[Sky UK|Sky]] launched [[Now (Sky)|Now]] streaming service in the United Kingdom.<ref>{{cite web|last=Byford |first=Sam |url=https://www.theverge.com/2012/3/21/2889462/bskyb-to-launch-now-tv-pay-as-you-go-streaming-tv-service-in-summer |title=Now TV: stream movies, sports, and other Sky TV content on demand from this summer |website=[[The Verge]] |date=21 March 2012 |archive-url=https://web.archive.org/web/20120702065221/http://www.theverge.com:80/2012/3/21/2889462/bskyb-to-launch-now-tv-pay-as-you-go-streaming-tv-service-in-summer |archive-date=July 2, 2012}}</ref>  [[Sling TV]] was unveiled by [[Dish Network]] in January 2015.<ref>Joshua Brustein (January 5, 2015). [https://web.archive.org/web/20150106181233/http://www.businessweek.com/articles/2015-01-05/dish-sling-tv-service-takes-on-cable-television "Dish's New Sling TV Service Could Free You From Cable"]. ''[[Bloomberg Businessweek]]''. [[Bloomberg LP]]. Retrieved January 12, 2015.</ref> Cable company [[Comcast]] announced an [[HBO]] plus [[Broadcast television systems|broadcast TV]] package at a price discounted from basic [[broadband]] plus [[Cable television in the United States|basic cable]] in July 2015.<ref>{{cite web|url=https://variety.com/2015/digital/news/comcast-hbo-basic-tv-internet-bundle-1201538854/|title=Comcast Aims at 'Cord-Nevers' with $15 HBO, Basic TV Internet-Streaming Bundle|first=Todd|last=Spangler|date=13 July 2015|website=variety.com|url-status=live|archive-url=https://web.archive.org/web/20171001082945/http://variety.com/2015/digital/news/comcast-hbo-basic-tv-internet-bundle-1201538854/|archive-date=1 October 2017}}</ref> [[DirecTV]] launched their streaming service, [[DirecTV Stream]], in 2016.<ref>Spangler, Todd (2016-11-18). [https://variety.com/2016/digital/news/att-directv-now-launch-nov-28-1201921813/ "AT&T Sets DirecTV Now Launch Event for Nov. 28"]. ''Variety''. Retrieved 2017-12-05.</ref><ref>{{Cite news|url=https://www.cnet.com/news/lg-to-show-off-webos-2-0-smart-tv-at-ces-2015/|title=LG to show off webOS 2.0 smart TV at CES 2015|work=CNET|access-date=2017-12-05|language=en}}</ref> In 2017, YouTube launched [[YouTube TV]], a streaming service that allows users to watch live television programs from popular cable or network channels, and record shows to stream anywhere, anytime.<ref>[https://tv.youtube.com/ "YouTube TV - Watch & DVR Live Sports, Shows & News"]. ''YouTube TV - Watch & DVR Live Sports, Shows & News''. Retrieved 2017-12-05.</ref> 

{{As of|2017}}, 28% of US adults cite streaming services as their main means for watching television, and 61% of those ages 18 to 29 cite it as their main method.<ref>[http://www.pewresearch.org/fact-tank/2017/09/13/about-6-in-10-young-adults-in-u-s-primarily-use-online-streaming-to-watch-tv/ "About 6 in 10 young adults in U.S. primarily use online streaming to watch TV"]. ''Pew Research Center''. 2017-09-13. Retrieved 2017-12-05.</ref> 

===2020s===
In 2020, the [[COVID-19 pandemic]] had a strong impact in the television streaming business with the lifestyle changes such as staying at home and lockdowns.<ref>{{cite web|last1= Fosty|first1=Vincent|last2=Houben|first2=Tim|date=March 2020|title=Online media streaming will benefit from the coronavirus pandemic|quote=... if it does not last too long!|website=[[Deloitte]] Belgium|url=https://www2.deloitte.com/be/en/pages/technology-media-and-telecommunications/articles/online-media-streaming.html}}</ref><ref>{{cite magazine|last=Dayal|first=Tanvi|date=July 23, 2022|title=How The Pandemic Boosted Business For Streaming Services|magazine=Jumpstart|url=https://www.jumpstartmag.com/how-the-pandemic-boosted-business-for-streaming-services/}}</ref><ref>{{cite web|date=April 2020|title=Streaming Consumption Rises In U.S. Markets with Early Stay-at-Home Orders During COVID-19|website=[[Nielsen Media Research]]|url=https://www.nielsen.com/insights/2020/streaming-consumption-rises-in-u-s-markets-with-early-stay-at-home-orders-during-covid-19/}}</ref><ref>{{cite web|last=Lovejoy|first=Ben|date=June 21, 2022|title=Video streaming services see end of pandemic boom|website=[[9to5mac.com]]|url=https://9to5mac.com/2022/06/21/video-streaming-services-2/}}</ref><ref>{{cite news|last=Rajan|first=Amol|author-link=Amol Rajan|date=August 5, 2020|title=TV watching and online streaming surge during lockdown|work=[[BBC News]]|url=https://www.bbc.com/news/entertainment-arts-53637305}}</ref><ref>{{cite news|last1=Levin|first1=Gary|last2=Lawler|first2=Kelly|last3=Keveney|first3=Bill|last4=Jensen|first4=Erin|date=March 11, 2021|title=How pandemic changed TV, and how much of it will last|newspaper=[[USA Today]]|url=https://www.usatoday.com/story/entertainment/tv/2021/03/10/how-pandemic-changed-tv-and-how-much-last/6826073002/}}</ref>

{{As of|2024}}, Netflix is the world's largest streaming TV network and also the world's largest Internet media and entertainment company with 269 million paid subscribers, and by revenue and market cap.<ref>{{Cite news|date=2018-01-22|title=Netflix's Growth Is in the Eye of the Beholder|language=en|work=Bloomberg.com|url=https://www.bloomberg.com/opinion/articles/2018-01-22/netflix-earnings-growth-is-in-the-eye-of-the-beholder|access-date=2020-09-08}}</ref><ref>{{cite web|url=https://www.cnbc.com/2018/01/22/netflix-earnings-q4-2017.html|title=Netflix jumps more than 8% after adding more subscribers than expected|first=Anita|last=Balakrishnan|website=[[CNBC]]|date=22 January 2018}}</ref>

==Technology==
The [[Hybrid Broadcast Broadband TV]] (HbbTV) consortium of industry companies (such as [[SES (company)|SES]], [[Humax]], [[Philips]], and ANT Software) is currently promoting and establishing an open European standard for hybrid set-top boxes for the reception of broadcast and broadband digital television and multimedia applications with a single-user interface.<ref>{{cite press release|publisher=HbbTV Consortium |date=August 27, 2009 |url=http://www.hbbtv.org/news/HBBTV_PR_Final.pdf |title=New European Initiative Merges Television with the Power of the Internet |url-status=dead |archive-url=https://web.archive.org/web/20091007125549/http://www.hbbtv.org/news/HBBTV_PR_Final.pdf |archive-date=October 7, 2009 }}</ref>

BBC iPlayer originally incorporated [[peer-to-peer]] streaming, moved towards centralized distribution for their video streaming services. BBC executive Anthony Rose cited network performance as an important factor in the decision, as well as consumers being unhappy with their own network bandwidth being used for transmitting content to other viewers.<ref>{{Cite web|url=http://crave.cnet.co.uk/software/0,39029471,49302215,00.htm|title=iPlayer uncovered: What powers the BBC's epic creation?|date=November 18, 2009|access-date=December 2, 2009|archive-date=February 9, 2010|archive-url=https://web.archive.org/web/20100209074033/http://crave.cnet.co.uk/software/0,39029471,49302215,00.htm|url-status=dead}} CNet interview with iPlayer boss Anthony Rose, mostly on iPlayer 3.0</ref> Samsung TV has also announced their plans to provide [[Streaming media|streaming]] options including 3D Video on Demand through their Explore 3D service.<ref>[http://www.twice.com/article/468711-Samsung_To_Do_3D_VOD_Streaming.php Samsung To Do 3D VOD Streaming], May 24, 2011</ref>

===Access control===
Some streaming services incorporate [[digital rights management]]. The [[World Wide Web Consortium|W3C]] made the controversial decision to adopt [[Encrypted Media Extensions]] due in large part to motivations to provide [[copy protection]] for streaming content. [[Sky Go]] has software that is provided by [[Microsoft]] to prevent content being copied.<ref>{{cite news |last1=Gibbs |first1=Samuel |title=Microsoft Surface Go review: tablet that's better for work than play |url=https://www.theguardian.com/technology/2018/sep/06/microsoft-surface-go-review-tablet-thats-better-for-work-than-play |access-date=28 November 2018 |work=the Guardian |date=6 September 2018 |language=en}}</ref>

Additionally, BBC iPlayer makes use of a parental control system giving users the option to "lock" content, requiring a password to access it.<ref>{{Cite web |title=How do I use the parental guidance lock on the TV app? {{!}} iPlayer help |url=https://www.bbc.co.uk/iplayer/help/questions/parental-controls/pg-tv |access-date=2022-07-03 |website=www.bbc.co.uk}}</ref> The goal of these systems is to enable parents to keep children from viewing sexually themed, violent, or otherwise age-inappropriate material.{{cn|date=September 2023}} Flagging systems can be used to warn a user that content may be certified or that it is intended for viewing post-[[Watershed (broadcasting)|watershed]].{{cn|date=September 2023}} Honour systems are also used where users are asked for their dates of birth or age to verify if they are able to view certain content.{{cn|date=September 2023}}

===IPTV===
{{Main|IPTV}}
[[Internet Protocol television|IPTV]] delivers television content using signals based on the [[Internet Protocol]] (IP), through managed private network infrastructure entirely owned by a single telecom or [[Internet service provider]] (ISP). This stands in contrast to delivering content over unmanaged public networks - a practice known as [[Over-the-top media service|over-the-top]] content delivery. Both IPTV and [[Over-the-top media service|OTT]] use the Internet protocol over a [[Packet switching|packet-switched network]] to transmit data, but IPTV operates in a closed system—a dedicated, managed network controlled by the local cable, satellite, telephone, or fiber-optic company.<ref>{{cite web|last=Narang|first=Nitin|title=Concept Series : What is the Difference between OTT and IPTV|url=http://www.mediaentertainmentinfo.com/2013/04/2-concept-series-what-is-the-difference-between-ott-and-iptv.html/|work=Researcher on TV technology|publisher=Media Entertainment Info|access-date=4 September 2013|archive-date=15 May 2016|archive-url=https://web.archive.org/web/20160515010204/http://www.mediaentertainmentinfo.com/2013/04/2-concept-series-what-is-the-difference-between-ott-and-iptv.html|url-status=dead}}</ref> In its simplest form, IPTV simply replaces traditional [[Circuit switching|circuit switched]] analog or [[digital television]] channels with digital channels which happen to use packet-switched transmission. In both the old and new systems, subscribers have [[set-top box]]es or other [[customer-premises equipment]] that communicates directly over company-owned or dedicated leased lines with central-office servers. Packets never travel over the public Internet, so the television provider can guarantee enough local bandwidth for each customer's needs.

The Internet protocol is a cheap, standardized way to enable two-way communication and simultaneously provide different data (e.g., TV-show files, email, Web browsing) to different customers. This supports DVR-like features for [[time shifting]] television: for example, to catch up on a TV show that was broadcast hours or days ago, or to replay the current TV show from its beginning. It also supports [[video on demand]]—browsing a catalog of videos (such as movies or television shows) which might be unrelated to the company's scheduled broadcasts.

IPTV has an ongoing standardization process (for example, at the [[European Telecommunications Standards Institute]]).

{|class=wikitable
|-
!
!IPTV
!Over-the-top technology
|-
!Content provider
|Local telecom
|Studio, channel, or independent service
|-
!Transmission network
|Local telecom - dedicated owned or leased network
|Public Internet + local telecom
|-
!Receiver
|Local telecom provides (set-top box)
|Purchased by consumer (box, stick, TV, computer, or mobile)
|-
!Display device
|Screen provided by consumer
|Screen provided by consumer
|-
!Examples
| [[U-verse TV]], [[Bell Fibe TV]], [[Verizon Fios]] ([[Internet Protocol television|IPTV]] service now discontinued)
| [[Video on demand]] services like [[Three Angels Broadcasting Network|3ABN+]], [[Disney+]], [[Catchplay]], [[Disney+ Hotstar]], [[MeWatch]], [[iWantTFC]], [[Vidio]], [[Sky Go]], [[YouTube]], [[Netflix]], [[Amazon Prime Video]], [[Max (streaming service)|Max]], [[Discovery+]], [[Peacock (streaming service)|Peacock]], [[Paramount+]], [[JioCinema|JioVoot]], [[BET+]], [[YuppTV]], [[Crunchyroll]], [[BBC iPlayer]], [[Hulu]], [[SonyLIV]], [[MyTV (Arabic)|myTV]], [[Now (Sky)|NOW]], [[Noggin (brand)|Noggin]], [[Viu (streaming service)|Viu]], [[ZEE5]], [[MX Player]].
|}

==Streaming quality==

Streaming quality is the quality of image and audio transmission from the servers of the distributor to the user's screen. Also, Streaming resolution helps to measure the size of the streaming quality of video pixels. High-definition video (720p+) and later standards require higher bandwidth and faster connection speeds than previous standards, because they carry higher spatial resolution image content. In addition, transmission packet loss and latency caused by network impairments and insufficient bandwidth degrade replay quality. Decoding errors may manifest themselves with video breakup and macro blocks. The generally accepted download rate for streaming high-definition (1080p) video encoded in [[Advanced Video Coding|AVC]] is 6000&nbsp;kbit/s, whereas [[Ultra-high-definition television|UHD]] requires upwards of 16,000&nbsp;kbit/s.<ref>{{cite web |title=Video Quality on Hulu |url=https://help.hulu.com/s/article/video-quality |website=Hulu |publisher=Disney}}</ref>

For users who do not have the bandwidth to stream HD/4K video or even SD video, most [[streaming platform]]s make use of an adaptive bitrate stream so that if the user's bandwidth suddenly drops, the platform will lower its streaming bitrate to compensate. Most modern television streaming platforms offer a wide range of both manual and automatic bitrate settings which are based on initial connection tests during the first few seconds of a video loading, and can be changed on the fly. This is valid for both Live and Catch-up content. Additionally, platforms can also offer content in standards such as [[Evolution-Data Optimized|HDR]] or [[Dolby Vision]] or at higher [[Frame rate|framerates]] which can require additional costs or subscription tiers to access.

==Usage==
Internet television is common in most US households as of the mid-2010s. In a 2013 study by [[eMarketer]], about one in four new televisions being sold is a [[smart TV]].<ref>{{cite web|url=http://www.emarketer.com/Article/Connected-TVs-Reach-One-Four-Homes/1009581|title=Connected TVs Reach One in Four Homes|date=January 3, 2013|access-date=July 8, 2022|archive-url=https://web.archive.org/web/20130119113944/http://www.emarketer.com/Article/Connected-TVs-Reach-One-Four-Homes/1009581|archive-date=January 19, 2013}}</ref> Within the same decade, rapid deployment of [[LTE (telecommunication)|LTE]] [[cellular network]] and general availability of [[smartphone]]s have increased popularity of the streaming services, and the corresponding apps on [[mobile device]]s.<ref>{{Cite web|last=Vora|first=Rutam|title=In 4G era, app, video streaming experience key for brand loyalty: Report|url=https://www.thehindubusinessline.com/info-tech/in-4g-era-app-video-streaming-experience-key-for-brand-loyalty-report/article9035994.ece|access-date=2021-11-25|website=@businessline|date=26 August 2016 |language=en}}</ref> On August 18, 2022, Nielsen reported that for the first time, streaming viewership has surpassed cable.

Considering the popularity of smart TVs, smartphones, and devices such as the Roku and Chromecast, much of the US public can watch television via the Internet. Internet-only channels are now established enough to feature some Emmy-nominated shows, such as [[Netflix]]'s ''[[House of Cards (American TV series)|House of Cards]]''.<ref>{{cite web | url=http://www.nydailynews.com/entertainment/tv-movies/house-cards-season-2-sees-surge-viewers-netflix-article-1.1617972 | title='House of Cards' season 2 sees surge of Netflix viewers over first season | work=NY Daily News | date=February 18, 2014 | access-date=July 2, 2016 | author=Dominguez, Robert}}</ref> Many networks also distribute their shows the next day to streaming providers such as [[Hulu]]<ref>{{cite web|url=http://www.hulu.com|title=Watch TV and movies on Xbox, PS3, Apple TV, and more - Hulu|work=Hulu}}</ref> Some networks may use a proprietary system, such as the [[BBC]] utilizes their [[BBC iPlayer]] format. This has resulted in bandwidth demands increasing to the point of causing issues for some networks. It was reported in February 2014 that [[Verizon Fios]] is having issues coping with the demand placed on their network infrastructure. Until long-term bandwidth issues are worked out and regulation such at net neutrality Internet Televisions push to HDTV may start to hinder growth.<ref>{{cite news|url=http://www.extremetech.com/computing/177073-why-netflix-streaming-is-getting-slower-and-probably-wont-get-better-any-time-soon|title=Why Netflix streaming is getting slower, and probably won't get better any time soon|work=ExtremeTech|date=23 February 2014 |last1=Anthony |first1=Sebastian }}</ref>

[[Aereo]] was launched in March 2012 in New York City (and subsequently stopped from broadcasting in June 2014). It streamed network TV only to New York customers over the Internet. Broadcasters filed lawsuits against Aereo, because Aereo captured broadcast signals and streamed the content to Aereo's customers without paying broadcasters. In mid-July 2012, a federal judge sided with the Aereo start-up. Aereo planned to expand to every major metropolitan area by the end of 2013.<ref>{{cite web |url=https://www.huffingtonpost.com/2012/07/20/aereo-broadcasters-streams-networks-tv_n_1690173.html |title=Aereo Threatens Broadcasters By Streaming Network TV Online |website=[[HuffPost]] |date=July 20, 2012}}</ref> The Supreme Court ruled against Aereo June 24, 2014.<ref>{{cite news|date=June 25, 2014|work=CNNMoney| title=Supreme Court rules against Aereo| author=Stelter, Brian |url=https://money.cnn.com/2014/06/25/media/aereo-supreme-court-ruling/}}</ref>

Some have noted that as opposed to broadcast television, with demographics of mostly "unspokenly straight" white viewers, cable, and with streaming services, dollars from subscription can "level the playing field," giving viewers from marginalized communities, and representation of their communities, "equal power."<ref name="abbwhi2021">{{cite web|last=White|first=Abbey|url=https://www.insider.com/lgbtq-characters-kids-cartoons-tv-paywall-2021-6?amp=&s=03|title=Kids' cartoons have more LGBTQ representation than ever before — but only if you pay for it|date=June 21, 2021|website=[[Insider (website)|Insider]]|url-status=live|archive-url=https://archive.today/20210623225408/https://www.insider.com/lgbtq-characters-kids-cartoons-tv-paywall-2021-6|archive-date=June 23, 2021}}</ref>

The viewing of television content on streaming platforms represented 19% of all television consumption in the United States in 2019,<ref name="Bauder">{{cite news |last1=Bauder |first1=David |title=Study shows explosive growth in time spent streaming TV |url=https://abcnews.go.com/Lifestyle/wireStory/study-shows-explosive-growth-time-spent-streaming-tv-68940265 |work=[[ABC News (United States)|ABC News]] |date=February 12, 2020 |access-date=29 January 2025 |archive-url=https://web.archive.org/web/20200213124556/https://abcnews.go.com/Lifestyle/wireStory/study-shows-explosive-growth-time-spent-streaming-tv-68940265 |archive-date=February 13, 2020 |url-status=dead}}</ref> and by the end of 2023 it had become the nation's "dominant form of TV viewing".<ref name="Nielsen2024" />

In 2023, streaming television represented 38% of global TV viewing with 1.8 billion subscriptions to streaming platforms.<ref name="Rotblut">{{cite magazine|last1=Rotblut |first1=Charles |title=How Streaming Services Netflix, Disney And Spotify Stack Up |url=https://www.forbes.com/sites/investor/2023/11/09/how-streaming-services-netflix-disney-and-spotify-stack-up/ |magazine=[[Forbes]] |date=November 9, 2023 |access-date=29 January 2025}}</ref> However, some streaming platforms have reportedly begun to experience subscriber losses, likely due to price increases. Reportedly, 53% of surveyed millennials choose to cancel subscriptions following increases in subscription costs.<ref>{{Cite web |last=Fitzgerald |first=Toni |title=Disney, Netflix And More Price Hikes Cause Subscribers To Axe Streaming Services, Study Says |url=https://www.forbes.com/sites/tonifitzgerald/2023/11/20/study-people-are-canceling-streaming-services-because-of-rising-rates/ |access-date=2025-04-18 |website=Forbes |language=en}}</ref>

==Market competitors==
Many providers of Internet television services exist—including conventional television stations that have taken advantage of the Internet as a way to continue showing television shows after they have been broadcast, often advertised as "on-demand" and "catch-up" services. Today, almost every major broadcaster around the world is operating an Internet television platform.<ref>{{cite web|title=International TV Explorer |url=http://www.international-television.org/ |website=[[International Television Expert Group]] |date=2010}}</ref> Examples include the BBC, which introduced the [[BBC iPlayer]] on 25 June 2008 as an extension to its "RadioPlayer" and already existing streamed video-clip content, and Channel 4 that launched 4oD ("4 on Demand") (now All 4) in November 2006 allowing users to watch recently shown content. Most Internet television services allow users to view content free of charge; however, some content is for a fee. In the UK, the term '''catch up TV''' was most commonly used to refer to these sorts of services at the time.<ref>{{Cite news  |title=Online and catch-up TV added to official ratings |url=https://www.bbc.com/news/entertainment-arts-22903701 |access-date=July 1, 2024 |work=[[BBC News]] |date=14 June 2013 |language=en-GB}}</ref>

Since 2012, around 200 over-the-top (OTT) platforms providing streamed and downloadable content have emerged.<ref>{{cite web|title=Parks Associates Announces 2017 Top 10 U.S. Subscription OTT Video Services |url=https://www.parksassociates.com/blog/article/pr-11092017 |website=Parks Associates |date=November 9, 2017 |access-date=November 7, 2018 |archive-url=https://web.archive.org/web/20171113203520/https://www.parksassociates.com/blog/article/pr-11092017 |archive-date=November 13, 2017 |url-status=dead}}</ref> Investment by [[Netflix]] in new original content for its OTT platform reached $13bn in 2018.<ref>{{cite magazine |last1=Morris |first1=David Z. |title=Netflix Is Expected to Spend up to $13 Billion on Original Programming This Year |url=https://fortune.com/2018/07/08/netflix-original-programming-13-billion/ |magazine=[[Fortune (magazine)|Fortune]] |date=July 8, 2018 |access-date=November 7, 2018}}</ref>

== Streaming platforms ==
{{See also|Over-the-top media service|List of streaming media services}}

=== Amazon Prime Video ===
[[File:Prime Video logo (2024).svg|thumb|Logo used since 2024]]
[[Amazon Prime Video]] was originally launched in the year 2006. Upon its initial release, the popular streaming service was referred to as Amazon Unbox. Amazon Prime Video was created due to the development of [[Amazon Prime]], which is a paid service that includes free shipping of different types of goods. Amazon Prime Video is available in approximately 200 countries around the world. Each year, Amazon invests in the production of films and TV series that are streamed as [[Amazon originals]].<ref>{{Cite web |author1=David Bloom |date=2021-03-17 |title=Amazon Prime Video: Everything You Need to Know About the Most Powerful Empire in Video Streaming |url=https://www.nexttv.com/news/amazon-prime-video-everything-need-know |access-date=2022-12-09 |website=NextTV |language=en}}</ref>

=== Apple TV+ ===
[[File:Apple TV Plus Logo.svg|thumb|Logo used since 2019]]
[[Apple TV+]] is a streaming service owned by Apple Inc. Apple TV+<ref>{{cite journal |title=The TV game: how will Apple, Netflix, Hulu and Time Warner play?: Behind the scenes at the most complex show on earth |journal=Strategic Direction |date=21 June 2011 |volume=27 |issue=8 |pages=5–7 |doi=10.1108/02580541111146795 }}</ref> is a streaming subscription platform that launched November 1, 2019. The service offers original content exclusively made by Apple, being seen as Apple Originals. This streaming platform solely releases content that can only be found on Apple TV+, there is no third-party content found on the platform whereas several other streaming services have third-party content. The Apple TV+ name derives from the Apple TV media player that was released in 2007.<ref>{{Cite web |title=Apple, Disney Enter Streaming Market |website=[[NPR]] |date=November 2019 |url=https://www.npr.org/2019/11/01/775305643/apple-disney-enter-streaming-market |last1=Deggans |first1=Eric }}</ref>

=== Disney+ ===
[[File:Disney+ 2024.svg|thumb|Logo used since 2024]]
[[Disney+]] is an American subscription streaming service owned and operated by the [[Disney Entertainment]] division of [[The Walt Disney Company]].<ref name=":3">{{Cite web|last=Nunan|first=Tom|title=5 Reasons Why Disney+ Is Breaking Records While Making History|url=https://www.forbes.com/sites/tomnunan/2020/08/05/5-reasons-why-disney-plus-is-breaking-records-while-making-history/|access-date=December 12, 2020|website=Forbes}}</ref> Released on November 12, 2019, the service primarily distributes films and television series produced by [[Walt Disney Studios (division)|Walt Disney Studios]] and [[Disney General Entertainment Content]], with dedicated content hubs for the brands [[The Walt Disney Company|Disney]], [[Pixar]], [[Marvel Entertainment|Marvel]], ''[[Star Wars]]'', and [[National Geographic Partners|National Geographic]], as well as [[Star (Disney+)|Star]] in some regions. [[List of Disney+ original films|Original films]] and [[List of Disney+ original programming|television series]] are also distributed on Disney+.

=== Hulu ===
[[File:Hulu logo (2018).svg|thumb|Logo used since 2018]]
Launched in 2007, [[Hulu]] is only available to viewers in the United States because of licensing restrictions. Hulu is one of the only streaming services that provides streaming for current on-air television shows a few days after their original broadcast on cable television, but with limited availability. Hulu originally had both a free and paid plan. The free plan was accessible only via computer and there was a limited amount of content for users, whereas the paid plan could be accessed via computers, mobile devices, and connected televisions. In 2019, The [[Walt Disney Animation Studios|Walt Disney Company]] became the major owner of Hulu.<ref>{{Cite web |title=Hulu {{!}} Definition, History, & Facts {{!}} Britannica |url=https://www.britannica.com/topic/Hulu |access-date=2022-12-09 |website=www.britannica.com |language=en}}</ref> The platform has bundle deals where customers can subscribe to both Hulu and Disney+.

=== HBO Max ===
[[File:HBO Max (2025).svg|thumb|Logo used since 2025]] 
[[HBO Max]] is a streaming service released by Warner Bros. Discovery. The platform was released on May 27, 2020 in the United States, and within the first five months of launching, had amassed 8 million subscribers across the country. It offers classic Warner Bros. films and self-produced programs, and has won the right to exclusively air [[Studio Ghibli]] films in the United States. It is not until 45 days after the theatrical release from 2022 that the release is taking place on the platform and reached 70 million subscribers in December 2021. In September 2022, 92 million households were counted as subscribers, but since this was announced, including subscribers to the HBO channel, it is expected that the actual population of [[HBO Max|Max]] alone will be much smaller.<ref>{{Cite web |date=2023-01-13 |title=What is HBO Max? Everything you need to know |url=https://www.androidauthority.com/what-is-hbo-max-1152711/ |access-date=2023-04-14 |website=Android Authority |language=en}}</ref>

=== Netflix ===
[[File:Netflix 2015 logo.svg|thumb|Logo used since 2014]]
[[Netflix]], founded by Reed Hastings and Marc Randolph, is a media streaming and video rental in 1997. Two years later, Netflix was offering the audience the possibility of an online subscription service. Subscribers could select movies and TV shows on Netflix's website and receive the chosen titles via DVDs in prepaid return envelopes. In 2007, Netflix's subscribers could watch some movies and TV shows online, directly from their homes.<ref>{{cite journal |last1=Jenner |first1=Mareike |title=Is this TVIV? On Netflix, TVIII and binge-watching |journal=New Media & Society |date=February 2016 |volume=18 |issue=2 |pages=257–273 |doi=10.1177/1461444814541523 |s2cid=206728191 }}</ref> In 2010, Netflix launched an only-streaming plan with unlimited streaming services without DVDs. Starting from the United States, the only-streaming plan reached several countries; by 2016 more than 190 countries could use this service.<ref>{{Cite web |title=Netflix {{!}} Founders, History, Shows, & Facts |url=https://www.britannica.com/topic/Netflix-Inc |access-date=2022-12-09 |website=www.britannica.com |language=en}}</ref> In 2011, Netflix began to negotiate the production of original programming, starting with the series ''[[House of Cards (American TV series)|House of Cards]]''.<ref name=Andreeva2011>{{cite web|last1=Andreeva |first1=Nellie |title=Netflix To Enter Original Programming With Mega Deal For David Fincher-Kevin Spacey Series 'House Of Cards' |url=https://deadline.com/2011/03/netflix-to-enter-original-programming-with-mega-deal-for-david-fincher-kevin-spacey-drama-series-house-of-cards-114184/ |website=[[Deadline Hollywood]] |date=March 15, 2011}}</ref>

=== Paramount+ ===
[[File:Paramount Plus.svg|thumb|Logo used since 2021]]
[[Paramount+]] is a streaming service that is owned by the Paramount Global. The streaming service was launched on October 28, 2014, and was known as CBS All Access originally.<ref>{{cite journal |last1=Broe |first1=Dennis |title=Post Corona Film and Television: Stream It, Skip It, or Revolutionize It? |journal= Framework: The Journal of Cinema and Media|date=2020 |volume=61 |issue=2 |pages=202–216 |doi=10.13110/framework.61.2.0202 |s2cid=229355965 |id={{Project MUSE|776051}} }}</ref> At the time of the release, the platform focused primarily on streaming programs from local CBS stations as well as complete access to all CBS network content. In 2016 the streaming service created original content that could only be found by using the platform. As the network continued to expand with its content, the service decided to rebrand themselves and took the name Paramount+, taking its name from Paramount Pictures film studio. The network since expanded to Latin America, Europe and Australia.<ref>{{cite news |id={{ProQuest|2496746405}} |last1=Anderson |first1=Hayley |title=Paramount Plus: What shows can you watch on Paramount Plus? |work=Express |date=4 March 2021 }}</ref>

=== Peacock ===
[[File:NBCUniversal Peacock Logo.svg|thumb|Logo used since 2020]]
[[Peacock (streaming service)|Peacock]] is a streaming service owned and operated by Peacock TV,<ref>{{cite journal |last1=Kweon |first1=Heaji J. |last2=Kweon |first2=Sang Hee |title=Pricing Strategy within the U.S. Streaming Services Market: A Focus on Netflix's Price Plans |journal=International Journal of Contents |date=2021 |volume=17 |issue=2 |pages=1–8 |doi=10.5392/IJOC.2021.17.2.001 |s2cid=237263555 }}</ref> which is a subsidiary of NBCUniversal Television and Streaming. The streaming service gets its name from the NBC logo based on its colors. The platform had launched on July 15, 2020. The streaming service primarily features content that can be found on NBC networking channels as well as other third-party sources. Additionally, Peacock now offers original content that cannot be found on any other streaming platform. In December 2022, Peacock reached 20 million paid subscribers. In March 2023, the platform had 22 million paid subscribers.

=== YouTube ===
[[File:YouTube 2024.svg|thumb|Logo used since 2024]]
The domain name of [[YouTube]] was bought and activated by Chad Hurley, Steve Chen, and Jawed Karim in the beginning of 2005. YouTube launched later that year as an online video sharing and social media platform. The video platform became popular among the audience thanks to a short video, called [[Lazy Sunday (The Lonely Island song)|Lazy Sunday]], uploaded by ''[[Saturday Night Live]]'' in December 2005. The SNL's video was not broadcast on TV, therefore people looked for it on [[Google]] by typing "SNL rap video," "Lazy Sunday SNL," or "Chronicles of Narnia SNL." The first result of searches was a link video on YouTube, which was the beginning of sharing videos on YouTube. Because of its popularity, YouTube had some issues caused by its bandwidth expenses. In 2006, Google bought YouTube, and after some months the video platform was the second-largest engine search in the world.<ref>{{cite news |last1=Lamare |first1=Amy |title=How streaming started: YouTube, Netflix, and Hulu's quick ascent |url=https://www.businessofbusiness.com/articles/a-brief-history-of-video-streaming-by-the-numbers/ |work=The Business of Business |date=31 July 2018 }}</ref>

== Binge-watching ==
In the 1990s, the practice of watching entire seasons in a short amount of time emerged with the introduction of the DVD box. Media-marathoning consists of watching at least one season of a TV show in a week or less, watching three or more films from the same series in a week or less, or reading three or more books from the same series in a month or less. The term "binge-watching" arrived with streaming TV, when Netflix launched its first original production, House of Cards, and started marketing this process of watching TV series episode after episode in 2013. [[COVID-19 pandemic|COVID-19]] gave another connotation to binge-watching, which was considered a negative activity.<ref>{{cite journal |last1=Horeck |first1=Tanya |title='Netflix and Heal': The Shifting Meanings of Binge-Watching during the COVID-19 Crisis |journal=Film Quarterly |date=September 2021 |volume=75 |issue=1 |pages=35–40 |doi=10.1525/fq.2021.75.1.35 |s2cid=239698912 }}</ref>

==Broadcasting rights==
Broadcasting rights (also called Streaming rights in this case)<ref>{{Cite web|url=https://www.hollywoodreporter.com/news/netflix-nabs-streaming-rights-to-sonys-feature-beginning-in-2022|title = Netflix Nabs Post-PVOD Streaming Rights to Sony's Feature Films in Multiyear Deal|website = [[The Hollywood Reporter]]|date = 8 April 2021}}</ref> vary from country to country and even within provinces of countries. These rights govern the distribution of copyrighted content and media and allow the sole distribution of that content at any one time. An example of content only being aired in certain countries is BBC iPlayer. The BBC checks a user's IP address to make sure that only users located in the UK can stream content from the BBC. The BBC only allows free use of their product for users within the UK as those users have paid for a television license that funds part of the BBC. This IP address check is not foolproof as the user may be accessing the BBC website through a [[Virtual private network|VPN]] or [[proxy server]]. Broadcasting rights can also be restricted to allowing a broadcaster rights to distribute that content for a limited time. Channel 4's online service All 4 can only stream shows created in the US by companies such as [[HBO]] for thirty days after they are aired on one of the Channel 4 group channels. This is to boost DVD sales for the companies who produce that media.

Some companies pay very large amounts for broadcasting rights with sports and US sitcoms usually fetching the highest price from UK-based broadcasters. A trend among major content producers in North America {{when|date=September 2016}} is the use of the "[[TV Everywhere]]" system. Especially for live content, the TV Everywhere system restricts viewership of a video feed to select [[Internet service provider]]s, usually cable television companies that pay a [[retransmission consent]] or subscription fee to the content producer. This often has the negative effect of making the availability of content dependent upon the provider, with the consumer having little or no choice on whether they receive the product.

==Profits and costs==
{{Original research section|date=October 2025}}{{Update|section|date=October 2025}}
With the advent of broadband Internet connections, multiple streaming providers have come onto the market in the last couple of years. The main providers are Netflix, Hulu, and Amazon Prime Video.{{citation needed|date=October 2025}} Some of these providers such as Hulu advertise and charge a monthly fee. Other such as Netflix and Amazon Prime Video charge users a monthly fee and have no commercials. Netflix is the largest provider with more than 217 million subscribers.<ref>{{Cite web|url=https://www.statista.com/statistics/250934/quarterly-number-of-netflix-streaming-subscribers-worldwide/|title=Netflix subscribers count (Worldwide)|website=Statista|language=en|access-date=2021-12-01}}</ref> 

The rise of internet TV has resulted in cable companies losing customers to a new kind of customer called "cord cutters". [[Cord-cutting|Cord cutter]]s are consumers who are cancelling their cable TV or satellite TV subscriptions and choosing instead to [[streaming media|stream]] TV series, films and other content via the [[Internet]]. Cord cutters are forming communities. With the increasing availability of [[Online video platform]] (e.g., [[YouTube]]) and streaming services, there is an alternative to cable and satellite television subscriptions. Cord cutters tend to be younger people.{{citation needed|date=October 2025}}

As streaming services raise prices in order to increase profit, consumers have begun to look for cheaper alternatives, some opting for [[Free ad-supported streaming television|Free Ad-Supported Streaming Television (FAST)]] instead.{{citation needed|date=October 2025}} This has also led to leading streaming services such as [[Disney+]] and [[Hulu]] to implement ad-supported tiers.<ref>{{Cite web |last=Karrer |first=Frankie |date=2024-05-31 |title=Ad-Supported Streaming Will Continue Growing in 2025 |url=https://research.mountain.com/insights/ad-supported-streaming-will-continue-growing-in-2025/ |access-date=2025-04-18 |website=MNTN Research |language=en-US}}</ref>

== Concerns ==
In recent years, customers have noticed shrinking content libraries and show cancellations. Examples include popular shows such as [[Westworld (TV series)|''Westworld'']] and originals such as [[Willow (TV series)|''Willow'']] and [[The Mysterious Benedict Society (TV series)|''The Mysterious Benedict Society'']]. Often seen as a solution for cutting costs,<ref>{{Cite web |last=Whitten |first=Sarah |date=2024-04-02 |title=Why streamers are shrinking their content libraries |url=https://www.cnbc.com/2024/04/02/streaming-platforms-are-shrinking-their-content-libraries.html |access-date=2025-04-18 |website=CNBC |language=en}}</ref> streaming services remove assets with decreased earning power.<ref>{{Cite web |last=Wilkinson |first=Alissa |date=2023-06-29 |title=Why streaming services are dumping shows left and right |url=https://www.vox.com/culture/23778245/max-disney-paramount-remove-delete-streaming |access-date=2025-04-18 |website=Vox |language=en-US}}</ref> Viewers and those involved in production have raised concerns surrounding this issue, creators losing out on "calling cards" and [[Residual (entertainment industry)|residual income]]; viewers having to invest in various platforms to watch select shows.<ref>{{Cite web |last=C-Scott |first=Marc |date=July 11, 2023 |title=Streaming services are removing original TV & films. What this means for your favourite show - & our cultural heritage |url=https://www.vu.edu.au/about-vu/news-events/news/streaming-services-are-removing-original-tv-films-what-this-means-for-your-favourite-show-our |website=Victoria University}}</ref> Concerns about subscriber losses across services have also arisen, with [https://www.theguardian.com/media/2022/apr/19/netflix-loses-subscribers-first-time-10-years-ukraine-shared-logins Netflix being one of the many victims]. Some argue that the surge in streaming is coming to an end due to the overabundance of media availability.<ref>{{Cite web |date=2023-03-17 |title=Dozens of TV shows are disappearing from streaming platforms like HBO Max. Here's why |url=https://www.wusf.org/2023-03-17/dozens-of-tv-shows-are-disappearing-from-streaming-platforms-like-hbo-max-heres-why |access-date=2025-04-18 |website=WUSF |language=en}}</ref>

==Overview of platforms and availability==
{| class="sortable wikitable"
|-
! Service !! Supporting company/companies !! Regional availability !! Website-based !! Windows application !! Mac application !! [[Linux]] application !! [[iOS]] application !! [[Android (operating system)|Android]] application !! Console application !! TV set application !! Set Top Box application !! Free
* 
|-
! [[APSFL]] IPTV
|  SAYT-TV2 || Andhra Pradesh, India || {{No}}|| {{No}} || {{No}} || || {{No}}|| [[APSFL]] Android Player || {{No}} || {{No}} || [[APSFL]] IPTV and video on Demand|| {{Yes}}
|-

|-
! [[BBC iPlayer]]
| [[BBC]] || UK || {{Yes}}|| {{Yes}} || {{Yes}} || {{Yes}} || {{Yes}}|| {{Yes}}<ref>{{Cite web |title=BBC iPlayer&nbsp;– Apps op Android Market |url=https://market.android.com/details?id=bbc.iplayer.android |access-date=January 14, 2012 |publisher=Market.android.com}}</ref> ||Wii, PS3, PS4, PS5, Xbox 360, Xbox One, Xbox Series X/S || Android TV, Samsung, LG, Sony, Panasonic, Philips || Virgin Media On Demand, Freesat, Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[Citytv]] 
| [[Citytv]] Rogers Communications Inc. || Canada || Yes. Website ||.||.||.|| .|| . || . || . || . || Yes. Free until February 5, 2024.
|-
![[NBC]]
| [[NBCUniversal]] (Comcast) || US ||{{Yes}}||{{No}}||{{No}}||{{No}}|| {{Yes}}|| {{Yes}}<ref>{{Cite web |title=NBC Apps - NBC.com |url=https://www.nbc.com/apps |website=NBC}}</ref> ||PS3, Xbox 360, Xbox One, Xbox Series X/S || Android TV, Samsung, Vizio || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
![[American Broadcasting Company|ABC]]
| [[Walt Disney Television]] (The Walt Disney Company) || US ||{{Yes}}||{{No}}||{{No}}||{{No}}|| {{Yes}}|| {{Yes}} ||PS4, PS5, Xbox One, Xbox Series X/S || Android TV, Samsung, Vizio || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
![[Fox Broadcasting Company|FOX Now]]
| [[Fox Corporation]] || US ||{{Yes}}||{{No}}||{{No}}||{{No}}|| {{Yes}}|| {{Yes}} ||PS4, PS5, Xbox One, Xbox Series X/S || Android TV, Samsung, Vizio || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
![[The CW]]
| The CW Network || US ||{{Yes}}||{{No}}||{{No}}||{{No}}|| {{Yes}}|| {{Yes}} ||PS4, PS5, Xbox One, Xbox Series X/S || Android TV, Samsung, Vizio || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
![[CBS]]
| [[Paramount Streaming]]<br />(Paramount Skydance)|| US ||{{Yes}}||{{No}}||{{No}}||{{No}}|| {{Yes}}|| {{Yes}} ||PS4, PS5, Xbox One, Xbox Series X/S || Android TV, Samsung, Vizio || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[Jio TV]]
| [[LYF]] || India || {{No}}|| {{No}} || {{No}} || {{No}} || {{Yes}}|| {{Yes}} || {{No}} || {{No}} || [[Jio]] on Demand|| {{Yes}}
|-
! [[Tivibu]]
| [[Argela]] || TR || {{Yes}}|| {{Yes}} || {{Yes}} || || {{Yes}}|| [[Argela]] Android Player || Pending || None || [[Ttnet]] on Demand|| {{No}}
|-
! [[Sky Go]]
| [[Sky UK]] (Comcast) || UK & Ireland || {{Yes}}|| {{Yes}} || {{Yes}} || || {{Yes}} || {{Yes}} || PS3, PS4, PS5, Xbox 360, Xbox One, Xbox Series X/S || Android TV, Samsung, LG, Sony, Panasonic, Philips || Amazon Fire TV, Apple TV, Chromecast || {{No}}
|-
! [[Eros Now]]
| [[Eros International|Eros]] || India || {{Yes}}|| {{Yes}} || {{Yes}} || || {{Yes}}|| [[Eros]] Android Player || {{No}} || {{Yes}} || [[Bollywood]] on Demand, Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[ITVX]]
| [[ITV (TV network)|ITV]] || UK || {{Yes}}|| {{Yes}} || {{Yes}} || {{Yes}} || {{Yes}}|| {{Yes}} || PS3, PS4, PS5, Xbox 360, Xbox One, Xbox Series X/S || Android TV || Virgin Media On Demand, Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[STV Player]]
| [[STV (TV channel)|STV]] || UK || {{Yes}}|| {{Yes}} || {{Yes}} || {{Yes}} || {{Yes}}|| {{Yes}} || PS3 || Android TV || Amazon Fire TV, Apple TV, Chromecast, Now TV, Roku, Sky Glass, Virgin Media On Demand || {{Yes}}
|-
! [[ABC iview]]
| [[Australian Broadcasting Corporation|ABC]] || Australia|| {{Yes}}|| {{No}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || PS3, PS4, PS5, Xbox 360, Xbox One, Xbox Series X/S || Android TV, Samsung, LG, Sony, Panasonic, Philips || Apple TV, Chromecast, Amazon Fire TV || {{Yes}}
|-
! [[SBS On Demand]]
| [[Special Broadcasting Service|SBS]] || Australia|| {{Yes}}|| {{No}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || PS3, PS4, Xbox 360 || Android TV, Samsung, LG, Sony, Panasonic, Philips || Apple TV, Chromecast, Amazon Fire TV || {{Yes}}
|-
! [[7plus]]
| [[Seven West Media]] || Australia|| {{Yes}}|| {{No}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || PS4, PS5 || Android TV, Samsung, LG, Panasonic, Philips || Apple TV, Chromecast, Amazon Fire TV || {{Yes}}
|-
! [[9Now]]
| [[Nine Entertainment]] || Australia|| {{Yes}}|| {{No}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || PS4 || Android TV, Samsung, LG, Panasonic, Philips || Apple TV, Chromecast, Amazon Fire TV, Roku || {{Yes}}
|-
! [[10Play]]
| [[Paramount Networks UK & Australia]]<br />(Paramount Skydance) || Australia|| {{Yes}}|| {{No}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || Xbox 360, Xbox One, Xbox Series X/S || Android TV, Samsung, LG, Panasonic, Philips || Apple TV, Chromecast, Amazon Fire TV || {{Yes}}
|-
! [[Foxtel Now]]
| [[Foxtel]] || Australia|| {{Yes}}|| {{No}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || PS4 and PS5 || Android TV, Samsung, LG, Sony, Hisense || Apple TV and Chromecast || {{No}}
|-
! [[Channel 4 (VoD service)|Channel 4]]
| [[Channel 4]] || UK & Ireland || {{Yes}}|| {{Yes}} || {{Yes}} || ||{{Yes}} ||{{Yes}} || PS3, PS4, PS5, Xbox 360, Xbox One, Xbox Series X/S || Android TV || Virgin Media On Demand, Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[RTÉ Player]]
| [[RTÉ]] || Ireland || {{Yes}}|| || || || {{Yes}}|| {{Yes}} ||  || Android TV || Apple TV and Chromecast || {{Yes}}
|-
! [[TG4|TG4 Beo]]
| [[TG4]] || Ireland and Worldwide/International || {{Yes}} || || || || || || || Android TV || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[Virgin Media Player]]
| [[Virgin Media Ireland]] || Ireland || {{Yes}}|| || || || {{Yes}}|| {{Yes}} || || Android TV || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[Global Television Network#Global Video|Global Video]]
| [[Global Television Network|Global]] || Canada || {{Yes}} || || ||  || {{Yes}} || {{Yes}} || || Android TV || Amazon Fire TV, Roku, Apple TV, Chromecast || {{No}}
|-
! [[CBC Gem]]
| [[Canadian Broadcasting Corporation|CBC]] || Canada || {{Yes}}<ref>{{Cite web |title= CBC GEM |url=https://gem.cbc.ca/live|website=CBC GEM}}</ref> || || ||  || {{Yes}} || {{Yes}} || || Android TV || Amazon Fire TV, Roku, Apple TV, Chromecast || {{Yes}}
|-
! [[MyTV (Arabic)|myTV]]
| [[OSN]], [[Rotana Group]], SNA Corp || Americas, Australasia || {{No}}|| {{Not yet}} || {{Not yet}} || {{No}} || {{Yes}} || {{Yes}} || {{Not yet}} || Samsung Smart TV, LG Smart TV, Google TV || Western Digital, Boxee Box, Netgear NTV 300, Google TV devices, Samsung and Android tablets|| {{No}}
|-
! [[PTCL Smart TV|PTCL Smart TV App]]
| [[Ptcl|PTCL]] || Pakistan || {{Yes}} || {{Yes}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || {{No}} || None || Standalone PTCL Smart Settop Box || {{No}}
|-
! [[5 (streaming service)|5]]
| [[5 (British TV channel)|5]], [[Paramount Skydance]] || UK || {{Yes}} || {{No}} || {{No}} || {{Yes}} || {{Yes}} || {{Yes}} || None || Samsung Smart TV, LG Smart TV, Google TV || Amazon Fire TV, Apple TV, Chromecast, Now TV, Roku, Sky Glass, Virgin Media On Demand || {{No}}
|-
|}

==See also==
{{Portal|Internet|Television}}
{{div col|colwidth=22em}}
* ''[[The Business of Television]]''
* [[Comparison of streaming media software]]
* [[Comparison of video hosting services]]
* [[Content delivery network]]
* [[Digital television]]
* [[Home theater PC]]
* [[Internet Protocol television]]
* [[Internet radio]]
* [[Interactive television]]
* [[List of free television software]]
* [[List of streaming media services]]
* [[List of streaming media systems]]
* [[Livestreamed news]]
* [[Media psychology]]
* [[Multicast]]
* [[P2PTV]]
* [[Protection of Broadcasts and Broadcasting Organizations Treaty]]
* [[Push technology]]
* [[Smart TV]]
* [[Software as a service]]
* [[Television broadcasting]]
* [[Video advertising]]
* [[Web-to-TV]]
* [[Webcast]]
* ''[[WPIX, Inc. v. ivi, Inc.]]''
{{div col end}}

==Notes==
{{Notelist}}

==References==
{{Reflist}}

==External links==
{{Wiktionary|web television}}
<!--
This section is for further analysis or information on Streaming, internet, or web television in general. Please do not add individual sites, such as YouTube.
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* {{cite news |last1=Cameron |first1=Alex |title=IPTV/VoD: The open fourth platform |url=https://www.theregister.com/2006/05/05/iptv_future/ |work=The Register |agency=Digital TX Ltd |date=5 May 2006 }}
* {{cite news |last1=Hansell |first1=Saul |title=As Internet TV Aims at Niche Audiences, the Slivercast Is Born |url=https://www.nytimes.com/2006/03/12/business/yourmoney/as-internet-tv-aims-at-niche-audiences-the-slivercast-is.html |work=The New York Times |date=12 March 2006 }}
* {{cite news |last1=Keegan |first1=Victor |title=TV's future stars will come from the web |url=https://www.theguardian.com/technology/2008/sep/11/internet.socialnetworking |work=The Guardian |date=10 September 2008 }}

{{Home theater PC (application software)}}
{{Media player (application software)}}
{{Broadcasting}}
{{Wireless video}}

{{Authority control}}

[[Category:Digital television]]
[[Category:Internet broadcasting]]
[[Category:Streaming television| ]]
[[Category:Internet television channels]]
[[Category:Streaming media systems]]
[[Category:Television technology]]
[[Category:Video hosting]]
[[Category:Video on demand]]
[[Category:New media]]