In some advanced markets, high-definition has become a mainstream broadcast technology. But numerous markets remain immature – meaning the scope for future growth is enormous.
Adam Thomas, Research Manager, Informa Telecoms & Media
Major sporting events, such as the Olympics and the World Cup, continue to push penetration of HD sets and encourage broadcasters to expand their number of HD channels. This activity has seen HDTV become well-established as a mainstream technology.
In many advanced territories, high-definition TV penetration has already made a significant impact as equipment prices have fallen to affordable levels and the number of channels on offer has become attractive to a mass audience. Some operators now offer HD channels free to subscribers within other packages – though subs still often have to pay for a relatively more expensive HD settop box.
Major sports events, such as the Olympics and the soccer World Cup, spur free-to-air (FTA) broadcasters to provide HD channels. These sporting events increase consumer awareness of HD. HDTV won’t take off in a territory until the main FTA broadcasters are involved.
Operators pay carriage fees for showcase HD channels, especially from prestige international brands. Digital platforms often use HD provision as a differentiator against their competitors. In competitive markets, operators generally follow the HD pioneer, thus creating a momentum for take-up. However, owning an HD-ready set does not automatically mean reception of HD programming, as households need an appropriate box and access to HD content.
Track forecasts and challenges for the next five years
Find out how key sporting events like the Olympics and the World Cup are driving HDTV take-up
Learn how operators are promoting their HD services
Identify investment opportunities in new countries and across platforms
Analyse what the impact of falling equipment prices will have on HD penetration
Understand the impact and influence that major operators have on HDTV growth in Europe
Evaluate how HDTV is helping to increase ARPU and new subscriptions
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