As the streaming wars heat up, with Walt Disney and WarnerMedia prepping their direct-to-consumer offerings, CBS, which introduced its over-the-top product All Access in 2014, thinks there’s room for everyone.

Having lots of new players joining the OTT bandwagon is actually a good thing, in the network's view. “We think it is going to deliver a lot more users to the platforms we are already on.... It’s going to do more priming of the pump of people diving into the OTT space,” says Marc DeBevoise, president and chief operating officer at CBS Interactive.

DeBevoise thinks consumers won’t necessarily choose one over the other since “none of us are delivering exactly the same thing.”

While currently consumers subscribe to an average of about three OTT services, DeBevoise says he can see that number growing to around 10. It's unclear if he thinks those subscribers will also still pay for traditional cable on top of these services.