Over the last decade, the nature of the traffic for which the Internet and its ecosystem was initially developed has fundamentally changed. Next-generation content and applications are being designed all the time, but there are some hidden bottlenecks preventing these from achieving their full value creation potential. The Internet has effectively become a new media platform as its usage has shifted to richer types of content, particularly streaming video. As a media platform, the quality of delivery has become an important business issue that needs to be solved so that it can deliver its potential added value – for end users as well as for businesses. In this article the authors lay out different ways how this issue might be tackled.