This article is based on a study about IPTV services and emerging services that challenges the TV players’ traditional business models. It updates and expounds discussion on over-the-top (OTT) content. The discussion highlights OTT content strategies from selected telcos and OTT content aggregators. Strategies of some TV access providers (e.g. CaTV and satellite TV) have been also analysed to give an overview of how these players react to the increasing popularity of OTT content.