A new report by independent market analyst Datamonitor expects digital TV services to reach around 165 million homes in western Europe and the United States by 2012. Further, with consumers able to access broadcast video content via a variety of methods including cable, satellite, IPTV, DTT, online video aggregators and mobile broadcast TV, service operators are up against massive competition. The new report, "European and US digital TV, 2006 – 2012," says innovation through digital service provision will be a crucial factor for survival. The likes of Apple TV, Joost and YouTube are shifting the competitive dynamics of the sector and providing consumers with multiple service offerings to create a unified entertainment and communications experience will prove a key differentiator.

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