With the explosion of broadband Over-The-Top (OTT) services, the Internet is autonomously migrating toward overlay and incrementally deployable content distribution infrastructures. Information-Centric Networking (ICN) technologies are the natural candidates to efficiently distribute popular contents to users. However, the strategic incentives in exploiting ICN, for both users and ISPs, are much less understood to date. In this paper, we highlight strategic incentives for ICN overlay adoption in OTT services, that is, we discus how OTTs shall shape their prices to motivate ICN overlay usages.