Other cable operators have turned to TiVo to solve the Netflix challenge. Aware of the fact that customers prefer to consume video from multiple sources under one roof, RCN, Grande Communications, and Atlantic Broadband have struck a deal to offer Netflix through an app on the TiVo platform. The Netflix content is also incorporated into the search functionality, so live TV, operator on-demand, and Netflix content is all available from one search interface. NetFlix, in many ways, functions like its own channel; and, since Netflix is also a content producer, with highly popular shows like"House of Cards" and "Orange is the New Black" in its roster, the move makes sense.

BT has integrated operator billing for Netflix, on top of content integration. Not only does this simplify video discovery and viewing for subscribers, it also consolidates billing.

“Customers will be able to enjoy must-see Netflix shows and original series like Orange is the New Black and Marco Polo, free BT Sport with live Barclays Premier League, the latest movies to rent or own from BT Box Office, and more Freeview catch-up than Sky,” said Delia Bushell, Managing Director of BT TV & BT Sport. “We’re delighted to be offering our customers a wide range of must-see content at a great value price and with the convenience of a single bill.”

Kabel Deutschland, a Vodafone company operating in Germany, has taken it a step further by integrating broadcast, IP, and OTT video. The company partnered with Cisco to create its next generation video service. Subscribers will be able to access all the video they consume through a single immersive user interface which works across all their TVs and personal devices, and is their unified portal to all the forms of video they consume. The next generation video service presents content choices personalized to the needs of each viewer and drawn both from TV and the Internet. This is the type of video convergence that is a true differentiator and, what’s best, it’s delivered by a communications service provider (CSP) and not a web-based OTT player. The kicker is that it’s not quite ready yet--the company projects the integrated service won’t be live for at least another year.

The Streaming Video Alliance

One recent development that may hasten the arrival of a unified video experience is the launch of the Streaming Video Alliance. The alliance facilitates the creation of architecture, standards and best practices that will scale the infrastructure for online video and improve efficiency for all providers while preserving a high quality experience for consumers. In a nutshell, this could create an open architecture for the interoperability of streaming video.

The founding member lists includes heavy hitters from the entire video value chain:  Alcatel-Lucent, Charter Communications, Cisco, Comcast, EPIX, Fox Networks Group, Korea Telecom, Level 3 Communications, Liberty Global, Limelight Networks, Major League Baseball Advanced Media, Qwilt, Telecom Italia, Telstra, Ustream, Wowza Media Systems and Yahoo!.

The alliance had its first meeting in New York City in February, and Chris Knowlton, Vice President and Streaming Industry Evangelist at Wowza Media Systems, was excited by its outcome. "Based on the first meeting this week, it's clear that we will be quickly addressing some core streaming challenges, making it easier for content owners and distributors to consistently deliver high-quality content to a growing number of end users," said Knowlton.

While this development won’t simplify business strategy or tackle issues like billing and password fatigue, it will unify streaming standards. This will benefit content networks, network operators, video service providers, and the end-user.