Melbourne – Changes in market conditions and consumer behaviours is forcing dramatic shifts and creating an uncertain future for the Pay-TV industry, states Ovum. This analysis was made in the research firm’s latest report, in which it states that new technologies and players offering alternative ways to view video are undermining the established order of Pay-TV operations. As a result, Pay-TV subscriber growth is slowing in several markets. Jonathan Doran, Ovum principal analyst and author of the report, believes that the impact of these changes will only become worse over the next five years. Ovum’s report offers several recommendations for Pay-TV players to survive the competitive environment, including reviewing existing approaches to content packaging to ensure greater choice and quality, and employing new user-experience enhancements.