Over the top: the new war for TV is just beginning

The Verge’s Nilay Patel:

The final moments in the battle to replace the cable box will be easy to recognize — it’s when you can simply flip on an Apple TV or a PS3 or a Roku box and it’s already playing something. It’s when the streaming services start making choices for you — choices that up until now have been made by network executives acting on a hunch and a prayer. Netflix’s recommendation engine is great at showing things you might want to start watching, but imagine if Netflix was just already playing your own personal Mad Men marathon when you flipped on the TV. Or if your Xbox was smart enough to know that you’d be watching the Nets game if you only knew it was on.

Very smart article. Nilay really outdid himself with his writing here.