Global Television Broadcasting Industry
The world broadcasting and cable TV market expanded by almost 6% in 2010 to exceed $373,000 million, according to MarketLine. The market is expected to reach almost $475,000 million by 2015. TV advertising accounts for the largest market segment at just under 48% of overall market value. Americas accounts for almost 45% of the world broadcasting and cable TV market. The industry is only moderately competitive due to high differentiation and restricted buyer power.
The global digital broadcasting industry has almost 50 million subscribers, with 30% market growth between 2010 and 2011, reports Budde Comm. In developed markets, the tendency towards digital broadcasting is widespread, boosted by digital TV and the introduction of digital FTA channels in Australia. In New Zealand, analogue TV was to be abandoned in 2015 or by such time as 75% of households had digital TV. Digital TV saturation is already at 80% of households, with a complete changeover expected to be accomplished before the end of 2013. The US market is seeing a move towards TV-on demand, fuelled by broadband networks. The Brazilian pay TV market is lead by companies such as Sky Brazil, Telesp, Embratel, Net Serviços, and Oi TV.
Key Market Segments
- The world internet TV market is expected to surpass $81 billion by 2017, according to Global Industry Analysts. The market is fuelled by improvements in resolution and clarity, increasing numbers of available channels, and the need to run widgets through TV. Companies have to constantly carry out research and development to stay abreast of technological advances such as high definition images, surround sound, and multiple channels.
- The TV industry is undergoing rapid change as governments increasingly switch from analog to digital, and consumers become increasingly versed in the latest technologies. Companies continue to adapt to keep up as software, hardware, and multimedia content combine. Internet TV is fast becoming the preferred choice of consumers, who can exercise greater viewing control than with traditional TV sets. The US and the EU are the two biggest regional markets for internet TV. The latter is adding countries such as Italy, Russia, Spain and other Eastern European countries to its efforts to build on the existing market base formed by the UK, Germany, and France.
- Asia-Pacific is expected to record an impressive yearly growth rate of almost 60% through 2017. Key players operating in the global internet TV market include BBC, NBC, CNN, Fox News, Google, Hulu, Swarmcast, Canal+, AOL, Boxee, BT Group, Chennel 5, Channel 4, China Telecom, Comcast, and Microsoft.
- According to RNCOS, there will be close to 795 million mobile TV subscribers throughout the world in 2014, representing a near 45% increase in just three years, with streaming technology providing the market’s foundation. Recently, market growth has been fuelled by content streaming for viewers on the move.
- The world mobile satellite TV market is expected to reach $11 billion by 2015, according to Global Industry Analysts. Demand for video content without restrictions of time or place is fuelling the market, which is benefiting from better content quality, widespread presence of mobile phone devices, and interoperable standards and technologies. Leading companies include AT&T, KVH, Nagravision, DISH Network, RaySat, DiBcom, and Alcatel-Lucent.
- Pay TV users are favoring content convergence over device convergence in a search for a viewing experience not affected by location. TV viewing has become more personal, with consumers availing of on-demand options, increasing numbers of channels, and the possibility of watching TV across multiple devices. Thanks to over-the-top TV, viewers are no longer reliant on TV platforms and can therefore exercise a greater degree of viewing freedom.
The television and broadcasting industry will continue evolving due to innovative technologies and greater consumer control. Though advertising currently accounts for almost half of the overall market, new viewing trends, such as video on demand, IPTV, and digital video recorders, make it possible to skip over advertisements. The future of this market segment therefore looks increasingly uncertain.
Television and broadcasting are set to become more and more sophisticated, adapting to accommodate viewer demand. Service providers have to keep up with viewers wanting to view content on multiple platforms. Delivery is already making the switch from analog to digital, facilitating evolving viewing behavior.
Moving forward, the market will continue to become more fragmented, with market entry far easier than in the past and competition consequently becoming tougher. About 50 years ago the top three commercial broadcast networks held 90% of the TV audience. This share has been steadily declining and today more than 10 networks hold less than 40%, steering the industry further away from the days of monopoly.
Leading Industry Associations
- National Association of Broadcasters www.nab.org
- Association of Commercial Television in Europe www.acte.be
- Association for International Broadcasting www.aib.org.uk
- International Television Expert Group www.international-television.org
- Cable and Satellite Broadcasting Association of Asia www.casbaa.com