Stop and think about how your cable television subscribers are accessing content these days. If you still have an image of an entire household crowded around a single television screen in the living room, it’s time to change your perspective.

Throw several more screens into the picture—like smartphones, tablets, laptops and desktops—and you’ll gain a more accurate depiction of how the modern household accesses content.

Consumers, in other words, are more mobilized than ever. Recent research from Ovum, in fact, predicts that, by the end of the decade, 10 percent of the world’s homes will be equipped with a device that is capable of streaming on-demand media. By that time, there will be over 180 million over-the-top (OTT) video subscribers. This figure will reach 100 million by the end of 2015.

Why are television subscribers moving away from traditional pay-TV viewing experiences in favor of OTT content and TV Everywhere? A major reason is the “on demand” culture created by streaming online video services like Netflix, Hulu and YouTube. These types of services have created an environment where consumers can easily access their favorite shows and movies immediately, on the device of their choice.

These providers are further enhancing this value to viewers by giving them options they’ve never had in the past. Last year, for instance, the popular Netflix series “Orange Is the New Black” released all 13 episodes of its new season at once instead of making viewers wait a week or so between shows as they would have had to do traditionally.

For viewers, reverting to a traditional television viewing experience after being able to customize their programming is not an easy sell. As a cable provider, therefore, you need to evolve with your customers and offer OTT viewing options in addition to your regular cable services.