A recent IMS research finds that "telcos who are IPTV providers face substantial challenges adapting their networks to accommodate the onslaught of over-the-top (OTT) video. IMS Research estimates that in 2010 peak bandwidth utilization was 44 percent of capacity, and that the bandwidth usage per household is forecast to increase by more than 50 percent between 2010 and 2015 .. OTT subscription services will generate a cumulative $32 billion in revenues globally over the next five years .. bandwidth congestion challenges are more pronounced in countries with lower broadband penetration and correspondingly longer loop lines. The research firm expects Eastern European and Latin American DSL providers to struggle acutely with video-generated congestion issues".
According to John Kendall, Analyst, “What we have now is a situation where the telcos are actively seeking solutions to optimize bandwidth .. OTT is here to stay, and the telcos have accepted that .. using caching in the network [is one of the] solutions that are occurring right now, as telcos position themselves to meet the rapidly growing consumer OTT demand. Even further, many operators are looking at deploying local content delivery networks (CDN) to keep their traffic local, reducing costs of bandwidth transit”
See "OTT Video Sends Telcos Scrambling for Bandwidth Optimization Solutions" - here.