OTT video services could generate around €4 billion by 2015 in Europe and in the US.

That’s what market analysis firm Idate reveals as the London Connected TV Forum closed and the analyst’s connected TV forecasts show first that the app stores, very successful on smartphones, could also become the connected TV’s killer applications.

Embedded app stores into connected TV sets are interesting for both contents suppliers and TV sets manufacturers, Idate argues. The first can enlarge their audience while the others can generate new revenue streams and raise TV sales.

“App stores could thus sustain the growth of EGP suppliers revenues,” Idate explains. However, app stores development on connected TV devices raises new questions and calls for solutions regarding the platforms’ ecosystems, the necessity of common technological norms or of a unified video and catch-up TV search engine.