Regional
Household penetration for Pay TV now stands at almost 300 million households across the Asia-Pacific or 43% of all TV households. As regional prosperity, technology, leisure time and the individual's demand for more choice increases, so will the ongoing demand for multichannel TV solutions. Pay TV is evolving to a world of advanced interactive services and applications to meet the needs of the consumer at home and outside the home.
The introduction of satellite and digital TV has brought considerable change to TV audience measurement. With the huge number of commercials and programmes being transmitted, broadcasters and agencies need reliable information now more than ever.
The audience to Pay TV is more affluent, more receptive and more likely to respond to advertising messages. The more sophisticated the audience becomes, the more sophistication they expect. Pay TV continues to deliver innovative content that keeps pace with the demands of its audience. Pay-TV viewers are 30% more likely than to be the first to buy new products or gadgets. This is reflected in a far higher rate of ownership of Plasma and Flat Screen TVs, Hybrid Mobile Phones and PDAs.
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Related Industry Statistics
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US Nielsen data suggests that despite the growing popularity of viewing television content online, most adults who subscribe to cable and satellite prefer to watch television on traditional TV sets which also accounts for the phenomenal growth in flat panel LCD technology across the region.
The share of viewing by pay-TV channels and the potential reach of the medium vs. other traditional media options are growing at an even faster rate than Pay-TV household penetration. Driven by the ability of both network broadcasters and platform operators to deliver niche channels to specific audiences provides advertisers with increasingly cost effective marketing solutions.
