According to In-Stat, the worldwide market for online content services is expected to expand tenfold from 13 million households in 2005 to 131 million households by 2010, thanks to the video services being produced by Online Content Aggregators like AOL, Google, MSN, Yahoo! and Apple.

Today, internet and television companies alike are building towards blending their video assets with personalized TV services in an effort to expand the reach of their medium. From a marketing standpoint, the expected growth of online content services over the next four years means more advertising opportunity and more specific targets as people turn towards their personalized TV experience.

"The future of television is slowly being defined online, where the big internet portals are finding ways to blend professional video with their high-touch services that follow consumers from screen to screen during the course of a typical day," says Gerry Kaufhold, In-Stat analyst.

Additionally, In-Stat reported that worldwide broadband households will more than double between 2005 and 2010, rising from about 194 million to 413 million, and, out of all broadband households today, 12.8 percent are already regularly viewing professional content from Online Content Aggregators.