According to Digital TV Research, the number of worldwide pay TV households (analog and digital) reached 772 million by 2012, up from 585 million in 2008. Pay TV revenues reached $184 billion in 2012, up by 28.5% from $143 billion in 2008.Cable (analog and digital combined) generated the highest revenues by platform, with $87 billion in 2012. Direct-to-home satellite TV revenues are expected to overtake cable soon. IPTV revenues reached $12.0 billion in 2012, up from $2.8 billion in 2008. North America generates about half the world's total pay TV revenues.