Well if Cable-TV is going to survive they have to provide the option to stream everything. As I think most people will be happy with some form of basic TV-channels, and then get the rest, like HBO shows, movies and so on buy just watching it on demand when they feel like it.
This is way cheaper than paying for lots of premium channels where most of the stuff you don't have time to watch and when you do, you get commercials and all that crap. I would rather pay to watch for ex. HBOs deadwood, streamed when I feel like it and so on.
IPTV have been catching on and lots of people do enjoy renting movies and all of that with a digital box, instead of renting it from a store, even though that part will still be around I guess.