APAC counts 446m multichannel TV homes
October 30, 2012 07.40 Europe/London By Broadband TV News Correspondent
CASBAA has released its annual estimate of Asia Pacific Multichannel TV homes, reinforcing the overall healthy state of the market.
“Now with 446 million multichannel homes and a 57% penetration of all TV homes, the Asia Pacific remains a global engine room for the multichannel TV sector,” said Simon Twiston Davies, CEO, CASBAA, in a statement.
“Even as the rest of the world worries about overall economic indicators, the Asia pay-TV market remains in robust health.”
What the data also says: multichannel TV homes in the Asia Pacific grew by 39m in the last 12 months.
53% of global multichannel homes are found in Asia; 75% of viewers in the Asia Pacific watch multichannel TV, even as terrestrial TV viewership continues to shrink.
Affluent Asian multichannel TV audiences are early adopters and comfortable with pay-TV advertising. TV in general remains the dominant advertising medium accounting for 61% of global adspend
The TV adspend in China, India, Indonesia and Hong Kong is positioned to fulfil aggressive growth predictions made for year end 2012 while new markets such as Myanmar, Mongolia, Sri Lanka and Cambodia are becoming central to the positive growth story.
Meanwhile, technology is relentlessly changing the way we view HD, 3D, VoD and OTT platforms – and the third screen is “Everywhere” with global sales of tablets expected to pass 127 million in 2012, up from 82 million units in 2011.
“The opportunity to significantly enhance viewer interaction with TV programming through companion screens is re-energising viewer engagement,” added Twiston Davies.