Multiscreen services can add value to the operator, but are typically bundled as part of a subscription, protecting the pay TV operator against the dual threats of rival operators and pure over-the-top (OTT) streaming services. In the case of the Netherlands this is particularly pertinent - there are currently three pay TV operators providing multiscreen video, and each of them has chosen to bundle services across their current subscription bases. In addition to "Ziggo TV", rival cable operator UPC launched its "UPC Live" service on PCs as far back as 2010, whilst IPTV operator KPN's "KPN iTV Online" service, launched in 2011, has recently been updated to stream 20 live TV channels to Android tablets, in addition to PCs and iPads.

Many of the elements comprising these three services are similar - they all stream between 10 to 20 linear TV channels directly on-network to IP-video devices, with the early focus being on applications for PCs and tablets (as the largest screens in the house after the TV). The offering from "Ziggo TV" is the first in the country to reach smartphones, but with KPN operating a network DVR (nDVR) service and UPC poised to launch its Horizon gateway, both of which allow delivery of content to multiple TVs in the house, this reflects Ziggo's more urgent need to increase the number of devices via which consumers can access its content.

Despite this, in terms of reach - that is, devices which could potentially access these multiscreen services - both UPC and KPN have a significant advantage, given a 2011 addressable market of 2.1m and 920,000 devices respectively, relative to Ziggo's 351,000. However, considering that these implementations of multiscreen are on-network, the operators' addressable markets most directly reflect the size of their respective subscriber bases. The decision to bundle access across these subscription bases largely reinforces the primacy of customer retention within the deployments.