Cisco expects that some 90 percent of all consumer IP traffic will be video by 2013 and 60 percent of that will be online video. And it predicts that online video and pay television will eventually come together. In order to address consumer fragmentation and create viable business models, said Nemain, they have to — otherwise we’re stuck in a world where we have to watch movies on our Roku box or certain content on Hulu or VoD from a cable provider.