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The continued growth in video on demand (VOD) delivered over the internet is inevitable as consumers increasingly expect to control their viewing. As watching video over the internet becomes mainstream, consumers are getting more demanding. Until recently, viewers on PCs would forgive nbuffering mid-video, or occasional lack of service availability, recognising that the service was delivered on a ‘best efforts’ basis. However, as more online video services are launched and internet VOD moves to the TV, audiences will increasingly expect internet VOD to match the reliability of broadcast TV. This perspective builds on our work with infrastructure providers, broadcasters and regulators, to examine the ability of the UK’s broadband networks to deliver VOD with the quality of service (QoS) required to satisfy consumers. We consider what Internet Service Providers (ISPs) and content/application providers need to do to adapt their technical and business models to meet future consumer demands, and the role of future net neutrality legislation in shaping this market. By Chris Cowan, partner, and Kim Chua, manager, of Value Partners London.