Online video viewership is transferring rapidly "from checking out clips on YouTube to consuming premium content," according to a report from ABI Research, CedMagazine reported Monday.

The study, "Broadband Video and Internet TV," estimated that online video viewers will reach 941 million by 201, up from 563 million at the end of this year.

All stakeholders are eyeing the living room now, said research director Michael Wolf.

"With the continued adoption of network-connected video game consoles, the porting of popular online video services such as Hulu and Netflix onto third-party consumer electronics devices, and network operators' growing interest in over-the-top video, we see this market for TV-displayed online video continuing to grow," he said, CedMagazine reported.

An important catalyst to accelerate the trend toward over-the-top video is the increasing participation of advertisers.

Some various online video ad models have reached the maturation, Wolf said. "At the same time, hybrid models such as those offered by Netflix's instant viewing service or pay models such as Apple TV will also grow in importance," according to CedMagazine.