While television viewing habits are changing, especially amid the rise of streaming outlets like Netflix (NFLX) and Amazon (AMZN) Prime, people will likely consume more video than ever before in the coming years, according to one expert. 'We are in a battle for people's time and attention,' said Russell Sapienza, entertainment & media advisory practice partner at PwC, which released a five-year outlook report on the entertainment and media space on Wednesday. 'We see that as one of the shifts occurring over these five years.' He said the major traditional cable providers - from companies like Comcast (CMCSA) , Charter Communications (CHTR) , Verizon Communications (VZ) and Cablevision (CVC) - are working on 'streaming only' options in an effort to compete with the aforementioned streaming giants. 'There are about 10 million households with a broadband line coming into the home with no television,' he said, adding that these households represent an important opportunity for TV and video providers. Sapienza doesn't see much of a battle between the old players and the new players, like Netflix and Amazon. TheStreet's Scott Gamm reports from Wall Street.