Interactive services are the key to IPTV success in the U.S. So says a recent study conducted by Parks Associates. The report tells us that consumers interested in interactive services such as voting on game shows, targeted advertising, and gaming, represent a lucrative early market for IPTV services and applications.

According to IP Video Services: Analysis and Forecast, that group of consumers totals nearly 27 percent of all U.S. households.

This segment, as identified in Parks Associates' multinational study Global Digital Living, is highly receptive to advanced TV services.

Service providers, particularly telecom operators, could boost current revenues on their quad-play service packages (voice, data, video, and wireless) by 33 percent by adding such services as video-on-demand as well as home monitoring, gaming, and wireless broadband, resulting in a potential increase of $1.81 billion in revenues over the basic quad-play package.

The Global Digital Living project is a study of worldwide consumer technology trends and surveyed Internet households in thirteen nations: France, Italy, Spain, Germany, Canada, Taiwan, Japan, India, China, South Korea, Australia, the United Kingdom, and the United States.