According to Frost & Sullivan, OTT video apps could generate more than half of all IP traffic globally by 2020. The market brought in $27.7 million in 2011, and it could spike to $58.7 million in 2018. To deal with this, the research firm warns, content providers need to deploy end-to-end OTT video-testing and -monitoring solutions that can measure a network’s performance metrics. Comments Srihari Padmanabhan, Measurement & Instrumentation senior research analyst, "It is expected that the service providers that deploy monitoring solutions measuring the QoE level and that analyze subscriber activity will be in a better position to monetize their offering and increase customer loyalty." Even so, F&S points out that ROI from a monitoring solution in the OTT video-testing market is difficult to quantify because operators have treated such technology as “good to have” rather than as “must have.” As such, it could be a few years before OTT testing ROI numbers will be available.