Young audience drives pay-TV growth in Argentina
Juan Fernandez Gonzalez | 22-11-2013
Argentina's pay-TV industry keeps growing and has almost a 50% share of the country's TV audience, mostly driven by younger viewers – between four and 12 years old – whose share is 61%.
The figures, presented by the Latin America Multichannel Advertising Council (LAMAC), show a 12% growth from 2012, while the free-to-air TV share dropped 10%. The report, based on Ibope Media data, reflects a growing tendency since 2006, when free-to-air channels had a 66% share, until now, when Argentinians are watching the same amount of TV through the DTT than through the cable and IP platforms.
According to LAMAC, the pay-TV share is maintaining a stable and solid position this year, although two consumption peaks were registered in January and July, due to holiday periods which are usually favourable to pay-TV.
This rise is mostly caused by the importance to pay-TV of younger audiences. The high concentration of kids' channels in Argentina's pay-TV sector (Cartoon Network, Disney Channel and Nickelodeon among others) places the pay-TV share among children at 61%, while the other age groups fluctuate around the 50% mark.