Ecuador pay-TV neared 30% penetration by the end of 2014

DetailsJuan Fernandez Gonzalez | 09 February 2015

The fastest growing among its Latin American neighbours, Ecuador's pay-TV sector closed 2014 with a near 30% penetration and 1.21 million subs, driven by DirecTV's direct-to-home (DTH) and pre-paid and subscription packages.

According to figures from Supertel, the country's telecom authority, 28.7% of families currently have a pay-TV subscription, representing 4.6 million Ecuadorians.

Most of these have a satellite connection, with DTH platforms gathering 60% of subscriptions having added over 100,000 new customers during 2014. Indeed, cable platforms (36% penetration) showed almost no growth from January to December 2014, while premium DTT represents 4% of the whole.

The industry is clearly led by DirecTV and its pre-paid (270,000 subs) and subscription options, as the satellite operator gathered 34% of all the country subscribers. The second biggest operator in Ecuador is CNT-TV, with a 22% market share.

According to these figures and those delivered through the last quarters, Ecuador is showing the fastest growth in Latin America, from being a country with almost no pay-TV presence to reaching average numbers in the region. From ten years ago, when only 5.8% of Ecuadorians had a cable subscription, penetration has rocketed, growing from 7% in 2009 to 10% in 2010, 11% in 2011, 16% in 2012 and 23% by the end of 2013.