Ovum forecasts $20 billion in new revenues will be available to telecom operators in the IPTV segment between 2012 and 2015.
The report, part of a larger analysis of the industry, focuses on 11 telecom segments that operators can focus on as voice revenues decline and data revenue growth begins to slow.
IPTV opportunities don't hold the same promise as mobile broadband, which could grow to generate $92 billion in new revenue during the time span, nor does it match up to fixed broadband possibilities, which could top $51 billion.
But it offers more opportunity than enterprise Ethernet services ($18 billion) and digital music downloads and subscriptions, Ovum said.
John Lively, Ovum chief forecaster and author of the report, said over-the-top products will challenge telcos to respond with innovative offerings.
"In the consumer segment, telecoms companies will be competing with new over-the-top players, as well as traditional competitors," he said. "Adopting a marketing approach that is tailored to consumer services will be key to success in this sector."
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