Despite its low subscription base to date, IPTV is poised for growth based on its triple-play possibilities, according to eMarketer.

IPTV had only 355,000 subscribers in the U.S. in 2006. But that's expected to skyrocket to 1.95 million in 2007 and reach over 15 million by 2010. The key to that growth is the combination of interactivity, time-shifting and user-generated content that can be accessed via IPTV.

Worldwide, IPTV has almost four million subscribers, most of them in Europe and Asia. By 2011, there are expected to be well over 100 million IPTV users.

Companies are investing heavily in IPTV because of the possibility for bringing in more revenue and, by making viewing interactive, eliminating ad deletion by viewers.