For most of the time we have had with Internet delivered video, it was early adopters who broke through the user interface mental load of how to make it work, but the viewer is the mainstream audience now. These audiences have had varied experiences with watching Internet delivered video - from being so frustrating that they gave up, through to creating personalised coping mechanisms that allowed them to watch what they wanted to somehow.

What needs to change if we are to successfully transition from today's mixed environment to having a consumers full entertainment needs satisfied over the Internet - no matter if they are 8 or 80 years old, on main TV or on mobile phone?