Pascale Paoli-Lebailly ©RapidTVNews | 05-09-2011

The worldwide market was worth €301 billion in 2010, progressing 7.8% compared to 2009 according to Idate’s 21st edition of biannual World TV Markets report.

Analysing the overriding trends and changes, the report shows that the worldwide TV market is led by the pay-TV sector, which is dominated by cable subscriptions. This, says Florence Le Borgne, Director of IDATE’s TV & Digital Content Business Unit, explains why for the period between 2007 and 2010, the rise in the worldwide TV market was 14%, compared with only 12.7% for worldwide GDP.

“Subscription revenue, constantly rising, left the TV market in the green (sic) in 2009 with a growth rate of 2010, the worldwide pay-TV market had 690.2 million subscribing households, an increase of 7.6% per year. With more than 490 million households, cable accounted for most of the subscriptions”

However for all of its dominance, cable’s importance in the pay-TV market is trending downwards. Cable TV still represented 79.5% of subscriptions in 2007 compared to 71.5% in 2010.

In contrast, satellite increased its relative share as this reception mode went from 17.8% of all subscriptions in 2007 to 22.3% in 2010, or 154.1 million subscribers. Over the same period, IPTV gained 24 million households and its relative share grew by 3 points to 5.1%.

Finally, terrestrial television grew from 3.6 million subscriber households in 2007 to 4.5 million in 2010, with its relative share stagnating by about 0.6%. “The growth in absolute value for paid terrestrial television can be explained by the expansion of DTT offers in Europe, such as in the United Kingdom, France and Italy and even in Scandinavia,” Le Borgne added.

In 2010, 372.8 million households subscribing to a paid television offer worldwide are located in Asia/Pacific (or more than half of the TV households in the region). Europe was the second largest region accounting for the largest number of subscriber households (22.7%) followed by North America (16.7%), Latin America (5.3%) and the EMEA region (1.6%).