TV apps — interactive, web-like applications meant to “enhance” the TV viewing experience by supplementing programming content with additional material and activities — are evolving quickly from a novelty feature on some Internet-enabled HDTVs and a few cable systems to a standard capability. Their rise is driven by rapid growth in the number of Internet-connected devices in consumers’ living rooms, growing consumer familiarity with mobile apps and strategic competitive forces that influence video service providers. In this report, we look at the market dynamics, key players, and provide forecasts for the market, including network-connected televisions, embedded app marketplaces, app downloads, paid TV apps, and revenue from the sale of paid apps to consumers, which will grow from $10 million in 2010 to $1.9 billion by 2015. Read more at GigaOM Pro »