analyst tim bajarin points out the market has been ten years in the making, but still hasn't taken off. >> we're trying to shove a medium like the internet on another medium that we've had for decades, and trying to bring them together and at least at this point, no one has figured out how to seamlessly integrate them well. >> reporter: content seems to be the biggest barrier. some media companies are reacting to over-the-top tv by blocking programming on some of the new internet tv devices. gartner analyst mike mcguire thinks there's going to be a lot of thrashing about over content rights and licensing. >> these decades of agreements between broadcasters, cable companies, affiliates and the revenue and contracts are enormous-- you know, billions of dollars, and that's going to get reallocated over time. and, so there's a-- it's a substantial battle. >> reporter: some believe over- the-top is already cutting into the cable tv industry. a new report says 741,000 customers dropped their cable subscriptions in the third quarter, the largest decline in 30 years. cable companies cite the w