The pre-Olympic viewing figures for Internet TV and video in the US shows unrelenting growth.
According to Comscore, 142 million Americans watched an average of 80 videos each in July, with YouTube/Goggle taking almost half of all viewing (44.1%) of the 11 billion videos watched. Fox Interactive has a 3.9% market share with a reach of 54.9 million viewers, with Microsoft, Yahoo and Viacom each with just above 2% market share.
The other top ten video destinations included Disney, Turner, Hulu, AOL and CBS.
It's salient to note that there's not a single new service provider (unless you count Hulu, which is owned by media companies) in the list.
Audiences beget audiences and breaking into this market is going to be a tough ask as Joost, Babblegum, Zattoo and many others, have found.