TV everywhere gains momentum in LATAM
Juan Fernandez Gonzalez
| 02 October 2014
As a result of agreements between content providers and pay-TV operators, the TV everywhere (TVE) market has seen a boost in distribution in Latin America.
dataxisgrafAccording to the latest report from Dataxis which analyses 12 TVE platforms operating in the seven largest markets in Latin America – Argentina, Brazil, Chile, Colombia, Mexico, Peru and Venezuela – during Q1 2014 mobile TV services went through the roof in the region.
ESPN Play, one of the pioneers in the launch of TVE services, grew by 65% in distribution since the end of 2012. The US network closed a number of agreements with operators which allowed it to cover 38.8 million of potential households as of March 2014, representing 69.6% of total pay- TV households in the analysed markets of the region. By December 2012, ESPN Play had reached 48.4% of total pay-TV households.
Fox Play was the second TV everywhere service ranked according to distribution. In March 2014 the agreements with operators generated by FOX allowed it to reach 50.5% of total pay-TV households in the seven main markets of Latin America, up from 22.5% in December 2012.
Turner's platforms TNT Go and Space Go took the third position with services focused on basic subscribers of the operators with which it had agreements – allowing Turner to quickly grow distribution of its content. Both services reached a potential 17.4 million households, representing 31.2% of the total of pay-TV households.
Even though these platforms' offers remained relatively stable compared to the end of 2012, the TVE market exhibits a high growth potential as a complement to pay-TV services. This is why, according to the report, more international TV channels are expected to join this trend with the launch of new everywhere systems in the region.
TVE platforms have grown to counteract the growing offer of legal over-the-top (OTT) platforms, which started to take shape in 2012 by only offering online access to content to pay-TV subscribers with authentication. Thus, TVE systems have adjusted to the value chain of the pay-TV industry and now present themselves as value-added services seeking to build subscriber loyalty.