Jupiter Media Metrix forecasts that interactive television ownership in the United States will grow 83 percent per year through 2005.
According to the study, titled “Waiting for Critical Mass: Timing Investments in the Fragmented iTV Market,” I-TV will be available in almost 46 million U.S. homes by 2005.
The I-TV market will be an accelerated growth industry compared with the 9 percent growth in online households that the study projects over the same period.
Jupiter analysts forecast that I-TV penetration will occur on a regional basis as infrastructure and technology become available in each market. The firm said the key for I-TV programmers and advertisers is to deliver targeted interactive applications and to focus on regional audiences where the technology is available.
