Using nine months of access logs comprising 1.9Billion sessions to BBC iPlayer, we survey the UK ISP ecosystem to understand the factors affecting adoption and usage of a high bandwidth TV streaming application across different providers. We find evidence that connection speeds are important and that external events can have a huge impact for live TV usage. Then, through a temporal analysis of the access logs, we demonstrate that data usage caps imposed by mobile ISPs significantly affect usage patterns, and look for solutions. We show that product bundle discounts with a related fixed-line ISP, a strategy already employed by some mobile providers, can better support user needs and capture a bigger share of accesses. To effectively serve massive volumes of video traffic content delivery networks (CDNs) are turning to clients for assistance, creating hybrid peer-assisted content delivery systems. We analyze how peer-assisted CDNs are affected by a number of design obstacles which include: the need of localizing peer-to-peer traffic within ISPs (isp-friendliness), reluctance of users to participate in redistributing the content (partial participation) and necessity to match users with similar bitrate requirements (bitrate stratification).