So all these companies are trying to distinguish themselves with two strategies: 1) they're investing in original and exclusive content, 2) and they're showcasing flashy new technology, which embraces consumers obsession with mobile devices and delivers a personalized experience. (Read More: Here's What to Expect at CES 2013 )
The digital distribution business is getting increasingly crowded—with Amazon stepping up investment in original content and Verizon's Redbox Instant joining the fray.
Netflix is also stepping up its game, revealing some new bells and whistles, including a personalized profiles feature it's testing. That means multiple people using the same account can save videos in their queue, and receive custom recommendations to their own profile. (Parents no longer will be barraged with recommendations for Sponge Bob.)
In addition, Netflix is showing off a test of streaming in 3-D, and an app that allows consumers to use smart phones and tablets as a remote control.
Using mobile devices as remote controls is also a trend here at CES. Google owned YouTube is also showing off its new app, which allows people to find YouTube videos on their mobile device, to watch on any TV— not just a Google TV. (Read More: Meet the Gadgets That Will Save Your Phone—and You )
But the biggest news comes from the cable and satellite TV providers as they embrace the web with new mobile apps, designed to keep their subscribers hooked—and prevent them from cutting the cord.
Cox Communications, which has about 5 million cable subscribers, unveiled a new iPad app, along with an Internet-connected set top box, which it created in partnership with Cisco System.