Scottsdale, Arizona- As consumers are being afforded more choice and control when it comes to content, whether via PVRs, User Generated Content or TV shows online, the process of “unbundling television/video entertainment” has started, according to a new study by In-Stat. This redistribution of control will likely come to dominate the overall consumer landscape in years to come, the research firm says. “Online video will likely continue to function as a strong complement to broadcast media and physical media, besides serving as a new source of content. By integrating social features and allowing users to share and discuss the content, it generates a heightened sense of association,” says Michael Inouye, In-Stat analyst. He notes the primary detractors for online video continue to be download speed, user interface, cost, and the quality of video, both visually and in the content itself. On the upside, he expects that quality will improve due to the availability of bandwidth, devices that support more robust compression, and declining storage costs. Also, with devices like DTVs and game consoles integrating Wi-Fi, streaming video will become more seamless.