MUMBAI: The Asia Pacific now boasts of 500,639,000 multichannel homes, as per CASBAA’s Asia Pacific Multichannel TV Advertising 2015 book.
The pay TV advertising market continues to grow in APAC with an estimated +9.4 per cent, y-o-y increase for 2014.
CASBAA CEO Christopher Slaughter said, “Our latest report reinforces the fact that the Asia Pacific is truly the growth engine for the multichannel TV industry today. When we look at non-terrestrial TV connections, 61 per cent of homes in Asia now receive multichannel TV and the region is poised to strengthen its leadership as the largest multichannel video market globally in terms of subscribers.”
ZenithOptimedia head of forecasting Jonathan Barnard added, “Television is the dominant advertising medium in Asia Pacific, attracting 40 per cent of all ad expenditure this year, and ZenithOptimedia forecasts it to grow at an average of 5 per cent a year until at least 2016. Meanwhile online video offers high-quality content that viewers can watch whenever they want and – using smartphones and tablets – wherever they want. Video advertising as a whole will remain the best way to build brand awareness and engagement for many years to come.”
Data sourced from The Ericsson Consumer Insight Report 2014 says that OTT services and digital delivery are increasing with demand content constituting an important part of consumers viewing habits, specially streaming and a greater acceptance of paying for non linear TV content.
The report also showed a 25 per cent increase in consumer willingness to pay for anywhere access compared to 2012 and a growing trend of using tablets and smartphones.
