According to research firm MRG, the market for cloud services for pay-TV operators is just starting, and vendors are racing to capitalize on it. Although not every pay-TV operator is likely to decide to scrap an entire legacy infrastructure or platform for the cloud, any operator can benefit today, it adds. For example, it notes, the cloud can help operators lower their overall costs by decreasing their reliance on set-tops, hardware upgrades and additional software licenses. That being said, MRG expects cloud-based TV revenues will increase from nearly $120 million this year to more than $750 million by 2017. “Garnering the lion’s share of those revenues will be cloud services for cable operators, followed by satellite and then IPTV,” it concludes.