• by Wayne Friedman , June 22, 2015

U.S. TV homes with subscription video on demand services -- and overall SVOD revenue -- will rise to nearly 60% in five years.

At the end of 2020, U.S. TV homes with a SVOD service will climb to 57.3% (76.5 million) of all TV homes and 65.2% of homes with broadband, according to a new report from Digital TV Research.

Last year, U.S. TV homes with a SVOD service stood at 38.8% (46.9 million) of all TV homes and 48.1% of homes with broadband. In just the last year alone, 7.1 million homes with an SVOD were added.

SVOD  revenue for North America is forecast to climb to $7.09 billion in 2020 from $4.46 billion at the end of 2014. 

Looking at the broader picture of over-the-top (OTT) TV and video revenues -- SVOD, rental/pay per view, advertising -- will climb to $20.5 billion in five years from the $13.2 million estimated in 2015 in North America.

Advertising on OTT platforms -- estimated to be $6 billion in 2015 -- will grow 72% to $10.3 billion in 2010. Advertising OTT spending had been just $1.4 billion in 2010.

Revenues from OTT TV and video rental/pay-per-view in Latin America will more than double in five years to $2.91 billion from $1.13 billion in 2015.