Another provider hopping into the OTT stream, so speak, is CenturyLink, which announced it is putting out feelers in four markets on what it’s calling Prism Stream. The service offers the company’s Prism TV over-the-top and the reveal comes hot on the heels of AT&T’s announcement this week that it will take DIRECTV over-the-top.

The CenturyLink news of the soft-launch came this week from the company’s CTO Aamir Hussain at the Morgan Stanley Technology, Media and Telecom Conference in San Francisco where he told attendees that Prism Stream will reportedly allow the company to decrease minimum bandwidth requirements significantly, and thus let the company extend its Prism offerings into fresh areas in a shorter period of time.

“When you go OTT, you reduce the minimum broadband requirement from 25 Mbps to 10 Mbps and it enables a lot more homes,” Hussain says.

He added that beyond existing Prism markets, CenturyLink is thinking about trials of an OTT offering aimed directly at Millennials. No specific details were given, but the company’s interest in that age group is not unique. Service providers are definitely looking for ways to target them, which is a bit tricky since they’re often portrayed as being not only super budget-conscious, but highly demanding about how and what kind of programming they access.

John Stankey, CEO at AT&T Entertainment Group, seemed to be referencing that challenge in the company’s DIRECTV OTT statement put out earlier this week “We often hear from customers who want more content from streaming services, or who can’t get or can’t afford a traditional pay TV service,” Stankey says. “We intend to offer customers a quality pay TV experience, including top channels, sports and more, with increased value and flexibility of pure online streaming and no need for home installation.”