The TV industry is undergoing a watershed change as people aggressively turn away from confusingly bundled and increasingly costly cable packages to opt for Over The Top (OTT) services provided through the internet.

In their “State of the Broadcast Industry 2016” report delivered at last April’s NAB Convention in Las Vegas, Ooyala, a venture-backed, online video services provider, said, “Traditional scheduled TV watching is no longer the norm (at just over 45% of adult viewers). Instead, over-the-top (OTT) video accessible anytime and anywhere is now the mainstream,” adding, “30% of North American smartphone owners now watch full-length TV shows on their smartphones, and 20% watch full-length movies.”

It’s widely reported that many Millennials have no intention of ever buying a traditional home TV set, preferring to use what used to be called the “2^nd screen” device as their primary source for video entertainment.

Because all this content is being delivered over the internet without the cost of a broadcast license, new technology is opening the door for a much larger community of content providers to build their own OTT audiences.

And that’s where a start-up company like Nomads and their recently-launched NomadTV service comes in.

“Just six months ago Comcast announced that they made more money from their broadband services than from their broadcast offerings,” Andrej Kostresevic, CEO of Nomads told The Broadcast Bridge. “The cost of entry into an internet-based OTT distribution model is much lower than broadcast and we know the eyeballs are moving in that direction because of its increased diversity and decreased bundling.”

Kostresevic calls his NomadTV service a “white-label OTT video platform” because it allows his clients to set up their own branded multi-screen video streaming service almost instantly across Web, mobile, tablet and smart TVs.

Clients can choose their own business model, depending on their intended audience. It can either be ad-supported like Spotify, or subscription-based as in Netflix, or supported purely by donations such as a House of Worship.

“With our model, you can set up an OTT service with no up-front costs and pay-as-you-grow pricing,” Kostresevic said. “Then depending on their delivered content, they can attract a targeted audience toward which they can direct targeted advertising.”

Kostresevic, who also serves as a cable industry consultant, estimates that the revenue potential of a dedicated OTT service may be 1/10^th of what broadcasting may expect, but at the same time the ongoing costs are also almost nil.

“The cost of bandwidth is in a race to the bottom,” he said. “Consider that Amazon Web Services have had 65 price cuts in the last five years.”

Of course, OTT service providers can also upgrade their technology more flexibly than broadcasters, offering things like 4K video and 360-degree Virtual Reality to their customers for example. And they do not need to be bound by programming bundles as are the big Multi-System Operators (MSO) dependent on either cable or direct-broadcast satellite television systems.

“You come to us, give us your logo and access to your content, and within a day we’ll set up your own branded streaming service and provide you with a set of mobile apps you can submit to app stores,” Kostresevic said. “We’ll decide together what part of your content will be ad supported or not, help with any binary deals you may want to have with existing carriers such as Verizon, and faster than you can spell my last name, you’ll have your own internet content delivery service…and you can be an OTT mogul.