MUMBAI: The US IPTV market will grow from over five million subscribers in 2009 to 15.5 million by 2013, according to a report published by analyst firm Strategy Analytics. While IPTV holds less than a five per cent share of total television households in 2009, the percentage will approach 13 per cent in 2013.

The entrance of the Telcos into the television game has created new and significant competition for the traditional pay television platforms, according to the report. According to Strategy Analytics, despite recently announced deployment deceleration by companies such as AT&T, IPTV will nonetheless become an important platform in the pay television landscape.

AT&T announced on a recent earnings call that it had pushed back its 30 million homes passed goal from 2010 to 2011, citing the difficult economic environment.

"Crucial to the ultimate success or failure of IPTV in the US will be adequate customer uptake and demand. To date, the Telcos have done an insufficient job of articulating the IPTV value proposition to the customer," said Strategy Analytics Multiplay Market Dynamics service director Ben Piper.