VOD, PPV and NVOD are poised to evolve from value-added elements to significant revenue generators, according to SNL Kagan, which believes the services will contribute more than $6bln in revenue to US multichannel service providers within 5 years. Accordingly, On demand ARPU is expected to exceed $5 monthly by ’10 and $6.56/month within a decade. On demand advertising will drive much of the growth, said the firm.

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