This is great, renting movies over say, Cable-TV networks from an online movie store, this has been going on for a while over here, and now that a lot of people here have 100Mbit fiber, cable this is possible. Even ADSL users have the opion to rent as the largest telephone company here rolled out its IPTV service with online video store.
A lot of people use it. Quality might not be the best but it is nice to just have everything there, at the touch of a button. Simple, good enought quality, and lots of movies, TV-series and so on to choose from. I would say the problem is not IF they would outpreform rentals, but rather how much are the cable companys and so on push for this, and invest money. To upgrade the networks.
I find that internet access in most or europe (compared to the nordic region) is crazy expencive and speeds are slow, this is a setback for IPTV and these services. It's even worse in the U.S, canada, australia and new zeeland.
Over here, 100/100Mbit fiber is anywhere from 30USD to 50 USD per month (no traffic limit)
And Cable is more expencive but still 100/30Mbit is aprox 45USD to 75 USD (no traffic limit)
ADSL2+ and VDSL2 is aprox 50USD to 60 USD per month, no traffic limits.
So to sum it up, LEECHERS paradise in other words.
so IPTV over here is catching on fast, allso web-TV where you can with a set-top box access online sites of the TV-companys to stream things to your TV.