Geography |
Household Penetration Rate of Digital TVs 2017 |
| Russia | 198.0 |
| Israel | 196.2 |
| USA | 182.9 |
| Germany | 169.3 |
| United Kingdom | 150.2 |
| Denmark | 150.0 |
| France | 150.0 |
| Australia | 146.2 |
| Italy | 144.2 |
| United Arab Emirates | 144.0 |
| Hong Kong, China | 142.0 |
| Norway | 140.2 |
| Austria | 137.4 |
| Malaysia | 133.2 |
| Netherlands | 131.0 |
| Japan | 130.0 |
| Canada | 123.2 |
| Portugal | 122.5 |
| Taiwan | 121.0 |
| Greece | 118.0 |
| Thailand | 114.0 |
| Singapore | 113.4 |
| South Korea | 111.3 |
| Sweden | 111.0 |
| Czech Republic | 109.7 |
| Vietnam | 108.2 |
| Brazil | 108.0 |
| Saudi Arabia | 107.0 |
| Turkey | 107.0 |
| Mexico | 102.8 |
| Poland | 101.0 |
Cord-cutting is not the same as not watching TV
The web has provided a major disruption to the TV environment in developed economies, with younger generations spending more time than ever viewing their computers and mobile devices. Cable and satellite TV players are struggling to compete with services offered by over-the-top (OTT) providers such as Netflix and Hulu. Nonetheless, the shift towards OTT services is not affecting sales of TVs dramatically as consumers seek alternatives for their TV viewing experience. Consumers are breaking free from cable/satellite TVs (cord-cutting) and seeking alternatives such as OTT for their media consumption on their TVs. While there is no denying the digital consumers are watching much more content on their portable devices, the same consumers are embracing multiscreen viewing switching between TV (home), laptops/ tablets (quick viewing) and smartphones (on the go).
Constant fight to stay relevant
Despite the move towards online content, attachment to the TV remains strong. Free-to-air programmes are still major contributors in advertising revenues. News, reality-based shows and serials continue to attract viewers in both developed and emerging markets. TV programmes remain one of the cheapest forms of entertainment for a family. In emerging markets where incomes are still low and transportation inconvenient, watching TV shows might be the only entertainment available. TV manufacturers are not giving up without a fight and are working to ensure that TVs are evolving together with consumers’ changing lifestyles. The drive towards ultra HD displays and smart TVs is testament to fact that manufacturers are committed and believe in the future of TVs.