Millions of viewers already watch Internet video on their TVs but that number is set to climb dramatically, according to In-Stat.
It forecasts that by 2013 web-to-TV video streaming services will drive nearly USD $3 billion in revenue.
The under-35 adult population in the US has already adopted Web-to-TV video capability, with over 40 per cent viewing Internet video on the TV at least once per month.
But within five years, the number of US broadband households viewing Web-to-TV content will grow to 24 million.
Recent research from the Consumer Electronics Association showed that nearly half of prospective TV buyers in the US intend to purchase an Internet-ready TV in the next year.
Keith Nissen, In-Stat analyst, said that once Web-to-TV video becomes simple and convenient, mass consumer adoption will follow quite rapidly.
"Our primary research shows that users want a variety of their consumer devices to enable a web-to-TV video experience," he said.
Other In-Stat findings include:
- Already, 29 per cent of US 25-34 year olds with game consoles use the devices to watch streaming video off the Internet
- In five years, there will be 7.4 million US broadband households that use media center PCs for streaming Web-to-TV content.
- TV networks and pay TV operators currently view online TV as additive to pay TV services, but Web-to-TV will ultimately force a complete restructuring of today’s video services.
- Video content will be optimized for broadcast or Web-to-TV based on content type