According to Digital TV Research, North America had 50.6 million subscription VOD (SVOD) homes (for movie and TV services only - excluding sports) by end-2014, or 38.8% of TV households and 48.1% of fixed broadband homes. The total is up from 16.7 million SVOD homes (13.0% of TV households) in 2010. Therefore, the research house says, the North American region is the world's most mature for SVOD.
However, the market is not yet mature. Some 7.1 million more SVOD homes are expected to be added in 2015 alone. The total is forecast to climb to 76.5 million by 2020 - up by 26 million on 2014 - giving 57.3% penetration of TV households and 65.2% of fixed broadband homes.
SVOD revenues are expected to rise from $790 million in 2010 to $4.46 billion in 2014 and on to $7.09 billion in 2020. Revenues are expected to grow by 59% between 2014 and 2020.
North American OTT TV and video revenues are expected to reach $20.5 billion in 2020, up from $2.6 billion in 2010 and the $13.2 billion expected in 2015.
Advertising on OTT sites are expected to generate revenues of $6.0 billion in 2015, quadruple the $1.4 billion in 2010. Advertising expenditure growth is expected to reach $10.3 billion in 2020.