Netflix, more than any service provider, has redefined the global landscape for on demand streaming and has triggered great structural realignments between studios and pay TV to compete. The big three of AT&T, Disney and Comcast now have Netflix in their sights as they prepare to launch directly competitive streaming services and pull their content from rivals in a bid to gain subscribers as fast as possible. This is taking the whole pay TV industry into a new phase as legacy linear viewing migrates rapidly to streaming over the next few years, equally affecting live services as major sports leagues are increasingly drawn to D2C (Direct to Consumer). This has led Rethink TV, the TV research arm of Rethink Technology…