I don't see how they'll be able to compete with the ones allready providing such services, to garner the interest in such a service, i.e. Netflix, Hulu, etc.
Wider selection of content and more current content are two ways. This could come through a stronger integration with the big cable cartels in the US.
Though I do think it to be a major uphill struggle for them if they attempt to add more at a higher service level.