ASIA PACIFIC MULTICHANNEL TV 2017 - Asia Video Industry Association
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ASIA PACIFIC MULTICHANNEL TV 2017
507
ABOUT
CASBAA is the Asia Pacific region’s largest
non-profit media association, serving the
multi-channel audio-visual content creation
and distribution industry. Established in
MILLION
1991, CASBAA has grown with the industry
to include digital multichannel television,
content, platforms, advertising, and video
delivery. Encompassing over 500 million
multi-channel homes within a footprint
across the region, CASBAA works to be
the authoritative voice for multichannel TV;
promoting even-handed and market-friendly
regulation, IP protection and revenue growth
for subscription and advertising, while
promoting global best practices. MULTICHANNEL HOMES
For more information, visit
www.casbaa.com
ARE WATCHING
CASBAA Executive Office WWW.CASBAA.COM
802 Wilson House
19-27 Wyndham Street
Central, Hong Kong
Tel: 852 2854 9913
Enquiry: casbaa@casbaa.com
2 MULTICHANNEL TV 2017 3
CONTENTS EXECUTIVE SUMMARY
6 FAST FACTS Over the past 25 years since CASBAA
was founded, it’s fair to say that the Pay
working closely with regulators,
operators, broadcasters, and industry
TV industry in Asia has gone through partners to see these efforts come to
12 GLOBAL OVERVIEW a process of steady growth and
development. It’s equally fair to say that
fruition. It is still too early to say whether
the new metrics being developed
over the past few years, the pace of will address legacy issues with
18 VIEWING DATA change has accelerated tremendously, addressability, but there is no question
spurred by technological innovation, that industry players must continue to
28 MEASUREMENT GUIDE changing consumer habits, and the
abundance of exceptional content.
collaborate to ensure they are seen by
agencies and advertisers as credible.
36 MARKET OVERVIEW But as you’ll see in the pages that
follow, even as online video services
It is an exhilarating time in the Pay
TV industry, with new services being
continue to proliferate and expand, rolled out regularly, new partnerships
50 ADVERTISING OVERVIEW linear pay TV subscriptions continue to developing, and new business models
grow in Asia. Multichannel TV services being explored. All this experimentation
70
now reach a total of 507 million is taking place to bring the industry
INSIGHTS households in the region, and are closer to achieving its critical goal:
consumed more than any other media. providing consumers in Asia with
84 OTT & STREAMING And despite advertisers increasingly
embracing the online opportunity,
access to the content they want, when
they want it, in the format and on the
multichannel television is nonetheless device they prefer.
94 ADVERTISING REGULATIONS set for continued advertising growth
across Asia for the foreseeable future. CASBAA would like to thank Jane
Buckthought, the members of the
Audience measurement systems, Research Committee, and all the
however, have not necessarily been contributors who have made this
keeping pace, although there have report possible. Please note that data
been recent developments in key provided by third parties for this report
markets to address long-standing have been generated independently
measurement issues. CASBAA is and represent their own views.
4 MULTICHANNEL TV 2017 5
FAST FACTS 6 MULTICHANNEL TV 2017 7
FAST FACTS
98% 27%
59%
507
SOUTH KOREA
56%
19.7 Million JAPAN
CHINA 15.3 Million
266 Million
PAKISTAN
83% 96%
12.6 Million
MILLION HOMES IN ASIA HONG KONG TAIWAN
92%
RECEIVE MULTICHANNEL TV 2.2 Million 7.5 Million
59% 19%
14%
INDIA
150 Million VIETNAM
13.2 Million PHILIPPINES
3.35 Million
61%
THAILAND
3.4 Million
11%
MALAYSIA
FAST FACTS* 4.2 Million
POPULATION ............................ 3,661,373,051
60%
INDONESIA
TOTAL HOMES........................... 963,444,350 4.6 Million
HOUSEHOLD SIZE...................... 3.8
TELEVISION HOMES ................... 847,903,396 SINGAPORE
0.93 Million
MULTICHANNEL HOMES.............. 507,114,810 / 60%
INTERNET USERS........................ 1,686,938,047
36%
* 15 selected markets
AUSTRALIA
3 Million
53%
1. Percent of multichannel homes and millions of homes
2. Thailand data refers to cable, IPTV and Truevisions. Free to air satellite est 14million homes is excluded
3. Based on 15 selected markets
Source: CASBAA, Nielsen, Kantar Media, S&P Global, MPA, Sarft, Astra, Astro, GfK, CSM, Video Research,
Sky NZ,Medialogic, Internet World Stats, Govt Estimates
NEW ZEALAND
0.87 Million
8 MULTICHANNEL TV 2017 9
FAST FACTS
GROWTH OF
MULTICHANNEL HOMES
505
507
501
468
446
407
363
326
291
264
255
Millions of homes
228
218
186
181
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
Source: CASBAA, Nielsen, Kantar Media, S&P Global, MPA, Sarft, Astra, Astro, GfK, CSM, Video Research, Sky NZ,Medialogic, Internet.
15 selected markets
10 MULTICHANNEL TV 2017 11
GLOBAL OVERVIEW 12 MULTICHANNEL TV 2017 13
GLOBAL OVERVIEW
PRESENT AND FUTURE Total multichannel homes, 2016-2020
OF MULTICHANNEL MARKET SUMMARY 700
600
Home to 573 million pay TV households ten years, the platform’s dominance is
in 2016, the Asia Pacific region is expected to endure long-term. 500
poised to strengthen its leadership as
millions
the largest multichannel video market DTH MARKET SUMMARY 400
globally in terms of subscribers. While Although cable dominates multichannel
average revenue per user (ARPU) households in a majority of Asia Pacific 300
remains relatively low, the region’s markets, DTH holds the highest share
aggregate video subscription revenue of multichannel subscribers in Malaysia, 200
is estimated to reach US$35.5 billion by New Zealand, Indonesia and Australia.
the end of 2016, trailing North America
100
and Western Europe as the third most With 62 million active pay DTH
lucrative multichannel economy. subscribers estimated for 2016, India
0
is the largest DTH market in the Asia 2016 2017 2018 2019 2020
The Asia Pacific multichannel market is Pacific, accounting for the majority of © 2016 SNL Kagan, an o ering of S&P Global Market Intelligence, estimates. All rights reserved.
characterized by aggressive digitization the region’s total DTH connections. The
efforts and increasing adoption of market is also home to the top DTH
emerging IP technologies. In some providers in the region by subscriber
markets, however, significant problems base, including Dish TV India, Tata Sky, ASIA PACIFIC EASTERN EUROPE
with piracy and regulatory barriers Sun Direct, Videocon d2h, Bharti Airtel
inhibit growth. SNL Kagan expects Ltd. and Reliance Communications. MIDDLE EAST & AFRICA NORTH AMERICA
operators to pursue widespread digital LATIN AMERICA & CARIBBEAN WESTERN EUROPE
infrastructure improvements, anchored Historically, the Chinese government
by initiatives in India and China, that has prohibited the general population
will drive lucrative pay TV revenue from accessing DTH signals, with
4%
and technology gains long term. the exception of unencrypted 8%
Competition, historically limited to state-affiliated channels via the CBTV
cable versus direct-to-home platforms, platform. At present, free-to-air DTH 9%
is poised to heat up in Asia as IPTV service is available extensively via
and digital terrestrial television (DTT) SARFT’s Huhutong project, which
systems mature. aims to bring TV and radio access to Share of multichannel TV homes
millions of residents living in rural and
by region 2017 10% 58%
Cable dominates the Asia Pacific mountainous areas not covered by
multichannel landscape, with China cable or terrestrial signals. SNL Kagan
and India hosting the largest cable expects SARFT-sanctioned pay DTH 11%
populations in the world. Although services will phase in long term after
increasing competition is set to reduce the Huhutong project has established a
cable market share over the coming sufficient DTH base.
© 2016 SNL Kagan, an offering of S&P Global Market Intelligence, estimates.
All rights reserved.
14 MULTICHANNEL TV 2017 15
GLOBAL OVERVIEW
CABLE MARKET SUMMARY SNL Kagan analysis indicates IPTV will
With 244 million cable TV households be the fastest growing multichannel
in China and 105 million in India in platform in the Asia Pacific over the
2016, cable connections dominate the coming years, with China, Japan and
Asia Pacific multichannel landscape. South Korea as key markets for growth.
SNL Kagan analysis indicates 70.6% of Many governments in the region,
pay TV households in the region are including those in Australia, New
connected via cable as of 2016. Zealand, Malaysia and Singapore, are
funding fiber rollouts, which is expected
Market fragmentation has posed a to foster the IPTV landscape long term.
fundamental challenge in several
of Asia’s cable markets, including DTT MARKET SUMMARY
India, the Philippines and Thailand, The Association of Southeast Asian
as localized ownership of last-mile Nations (ASEAN), which includes
networks impedes digital upgrades. Indonesia, Malaysia, the Philippines,
Adjustments to ownership regulation Singapore and Thailand, endorsed
enabling consolidation are paving DVB-T as the official ASEAN DTT
the way for digitization initiatives. In standard in June 2007. Japan and
China, regional cable systems are China have opted for their own
implementing a government-mandated homegrown standards, implementing
“one province, one network” directive ISDB-T (Integrated Services Digital
which has formed some of the biggest Broadcasting - Terrestrial) and
cable operations in the world. DTMB (Digital Terrestrial Multimedia
Broadcast) respectively. In 2006, South
SNL Kagan believes cable’s grip on Korea selected the U.S. ATSC standard
the Asia Pacific pay TV market will slip for its DTT platform.
over the coming years as DTH and IPTV
services capture market share. However, Our models do not count
Increasing competition is not expected free-to-air-DTT households as
to impede industry growth as advanced multichannel, given that the service
services including HD, VOD and DVR is not subscription-based. In the Asia
drive cable service revenues. Pacific, digital terrestrial infrastructure
is leveraged for pay TV service
IPTV MARKET SUMMARY deployments mainly in New Zealand,
The Asia Pacific is the world’s Indonesia and Vietnam, among several
third-largest IPTV economy after North other South East Asian territories. These
America and Western Europe, with operations form a niche position in
China Telecom being the largest IPTV the region’s multichannel landscape,
operator globally by subscriber base. accounting for a tiny fraction (0.2%) of
South Korea’s KT Corporation and the Asia Pacific total pay TV subscriber
Japan’s Sky Perfect JSAT Corporation base. SNL Kagan does not expect
also rank among the top IPTV providers widespread pay DTT activities to
in the region. emerge in the Asia Pacific long term.
16 MULTICHANNEL TV 2017 17
ASIA PACIFIC VIEWERS 18 MULTICHANNEL TV 2017 19
ASIAPACIFIC VIEWERS
Asia Pacific average audience
ALL TIME
THE MULTICHANNEL TV VIEWER ALL PEOPLE (000s) AFFLUENT PEOPLE (000s)
IN ASIA
55 110
Across Asia Pacific, viewing of Therefore trend analysis is not possible.
multi-channel TV services are measured The Ipsos Affluent Survey shows that 34 437
by People meter TV. Audiences multi-channel TV audiences in the main 25 306
continue to grow each year and 88% of cities in Asia are more likely to be more
all people watch in a month. affluent, early adopters, purchase more
Multichannel TV average audience consumer items, travel more and keep 11 807
continues to increase and the new Barc up-to-date with new trends.
panel in India has boosted the data.
2015 2015
Asia Pacific monthly cumulative audience PRIME TIME
ALL PEOPLE AFFLUENT PEOPLE ALL PEOPLE (000s) AFFLUENT PEOPLE (000s)
94% 110 721
88% 87% 86%
71 782 54 199
24 945
2015 2015
2015 2015
MULTICHANNEL TV TERRESTRIAL TV MULTICHANNEL TV TERRESTRIAL TV
MULTICHANNEL TV TERRESTRIAL TV MULTICHANNEL TV TERRESTRIAL TV
Source: Peoplemeter, Asia Pacific includes: Taiwan, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, South Korea, Australia Prime Time 1800-2359
(some overlap of metro and urban data)& India Barc (Nov-Dec 2015). Source: Peoplemeter, Asia Pacific includes: Taiwan, Malaysia, Singapore, Thailand, Philippines, Thailand, Hong Kong, New Zealand, South Korea,
All people universe: 845,500,367; Affluent universe: 390,346,349 Australia (some overlap of metro and urban data) & India Barc (Nov-Dec 2015).
All people universe: 911,194,367; Affluent universe 403,033,349
20 MULTICHANNEL TV 2017 21ASIAPACIFIC VIEWERS
MULTICHANNEL TV AFFLUENT VIEWERS
MONTHLY REACH AGREE THAT... WATCH
DON’T
WATCH
Pay TV
ALL PEOPLE AFFLUENT ADULTS Pay TV
I am always one of the first to use
INDIA 95% 96% innovative tech products 115 73
THAILAND 68% 69%
I have confidence in purchasing products/services
MALAYSIA 71% 77% that have been advertised 115 83
SINGAPORE 57% 57% I tend to go for premium
116 69
INDONESIA 96% 96% rather than standard goods/service
HONG KONG 38% 44% I have expensive tastes 113 61
TAIWAN 100% 100%
SOUTH KOREA 86% 84% Gaining knowledge and becoming better informed
109 74
is a priority for me
PHILIPPINES 23% 45%
AUSTRALIA 33% 33% People come to me for advice
before buying new things 112 66
NEW ZEALAND 47% 46% Source: Ipsos Affluent Survey Asia Pacific Q1-Q4 2015
Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or Sydney or Melbourne or
Source: Peoplemeter India Barc Nov-Dec 2015, Australia (metro), Taiwan, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, Indonesia, India. Viewed Cable and Satellite Channels Yesterday or Not Viewed Cable and Satellite Channels in past month
South Korea, Thailand 2015
MULTICHANNEL TV
CONSUMED MORE THAN OTHER MEDIA
ANY CABLE/SATELLITE TV CHANNEL (monthly) 83,5%
ANY CABLE/SATELLITE TV (weekly) 78,7%
ANY CABLE/SATELLITE TV (daily) 56,3%
ANY INFLIGHT MAGAZINE 12,2%
ANY REGIONAL MONTHLY MAGAZINE 19,3%
ANY REGIONAL TRI-WEEKLY MAGAZINE 2%
ANY REGIONAL WEEKLY MAGAZINE 7,6%
ANY REGIONAL DAILY NEWSPAPER 3,6% MULTICHANNEL TV
ANY REGIONAL TITLE 23,3% OTHER MEDIA
Source: Ipsos Affluent Survey Asia Pacific Q1-Q4 2015
Bangkok, Hong Kong, Jakarta, Kuala Lumpur, Manila, Singapore, Taipei, Seoul, Sydney, Melbourne, India
22 MULTICHANNEL TV 2017 23ASIAPACIFIC VIEWERS
AFFLUENT VIEWERS
ARE EARLY ADOPTERS... ... DECISION MAKERS...
OWNERSHIP INDEX WATCH DON’T WATCH OWNERSHIP INDEX WATCH DON’T WATCH
PAY TV PAY TV
SMARTPHONE 103 > 88 CAR OWNER 107 > 81
OWN
TABLET 106 > 81 PLATINUM/BLACK
CREDIT CARD
107 > 71
BUSINESS
SMART TV 111 > 70 DECISION MAKER 106 > 64
HOME THEATRE
SOUND SYSTEM 113 > 68 TOP MANAGER 117 > 52
OWN
DIGITAL STOCKS/SECURITIES/BONDS
VIDEO CAMERA 109 > 76 OFFSHORE ACCOUNT 122 > 62
FOR INVESTMENT
Source: Ipsos Affluent Survey Asia Pacific Q1-Q4 2015
Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or
Sydney or Melbourne or India. Viewed Pay TV Yesterday or Not Viewed International Channels in past month
24 MULTICHANNEL TV 2017 25ASIAPACIFIC VIEWERS
... & TRAVELERS TOO
INDEX WATCH DON’T WATCH
PAY TV
TAKE A BUSINESS TRIP
IN PAST 12 MONTHS 124 > 35
6+ BUSINESS TRIPS
IN PAST 12 MONTHS 133 > 24
FLY 1ST
OR BUSINESS CLASS
IN PAST 12 MONTHS
129 > 34
12+ NIGHTS
IN A HOTEL
IN PAST 12 MONTHS
111 > 64
3+ LEISURE TRIPS
IN PAST 12 MONTHS 125 > 49
Source: Ipsos Affluent Survey Asia Pacific Q1-Q4 2015
Average Base Index: 100. Bangkok or Hong Kong or Jakarta or Kuala Lumpur or Manila or Singapore or Taipei or Seoul or
Sydney or Melbourne or India. Viewed Pay TV Yesterday or Not Viewed International Channels in past month
26 MULTICHANNEL TV 2017 27MEASUREMENT GUIDE 28 MULTICHANNEL TV 2017 29
MEASUREMENT GUIDE TELEVISION AUDIENCE MEASUREMENT 2016-2017
COMMERCIAL COMMERCIAL PAY TV REACH TIME SHIFT
CABLE/ VOD &/OR BREAK
RESEARCH PEOPLEMETER PANEL SIZE DTT INTERNET, TABLETS & SPOT LOGS
COUNTRY RETURN PATH DATA (RPD) PANEL PANEL COVERAGE SATELLITE OTT SERVICES RATINGS & FREQUENCY VIEWING SOFTWARE
COMPANY (HOMES/HOUSEHOLDS) MEASURED SMARTPHONES FOR PAY-TV
MEASURED MEASURED FOR PAY TV AVAILABLE MEASURED
CHANNELS
CHANNELS
National
Nielsen TAM 5,250 (Metropolitan) Metro areas (5 cities) Video player User
on behalf of2,120 (National subscription TV) No & nationally for Subscription TV
Yes Yes No data reported No No Yes Yes
choice*
OzTAM from April 2017 separately
AUSTRALIA
Nielsen TAM Queensland, Northern NSW,
3,000 (Regional) User
on behalf of No Southern NSW, Victoria, Tasmania Yes Yes No No No No Yes Yes
from April 2017 choice*
Regional TAM & Regional Western Australia
Dhaka Metro, Dhaka Other Urban,
MRB 550 Homes Media
BANGLADESH Bangladesh 2,200 Individuals
No Dhaka Rural, Chittagong Metro Yes No No No Yes Yes Yes No
XPress
& Chittagong Rural
Instar
CAMBODIA Kantar Media 795 Diaries Phnom Penh, Siem Riep & Battambang Yes Yes No Yes Yes Yes
Analytics
1 national meter panel
National panel:
79 city meter panels
500,000 Smart TV Device & 52
CSM 34,275 12 provincial meter panels, Yes Yes Yes Yes No No Yes Yes Infosys+
City panel:
52 diary city panels
200,000 Smart TV Device
13 diary provincial panels
CHINA
Peoplemeter (Individuals)
Guangzhou 350+ 1 national RPD panel
Nielsen- National panel:
Beijing 300+ 2 provincial RPD panels No No No Yes Yes Yes Yes Yes Arianna
CCData 100,000+
Hangzhou 300+ 69 city RPD panels
Harbin 300+
Yes Yes Yes
Nielsen 800 No HK Region Yes Yes Laptop/Desktop
No No No for Extended Arianna
for subscribers Screen (PC)
HONG KONG
CSM Media Now TV
2,000 homes HK Region; Now TV subscriber base No Yes - & Eye device Yes No Yes Yes Yes InfoSys+
Research channels only
22,000 Homes
INDIA BARC
25,000 Bar-O-Meters
All India (Urban + Rural) Yes Yes No Yes Yes Yes BMW
2,273 (Terrestrial) Terrestrial: 11 cities,
INDONESIA Nielsen
300 (Pay TV)
No
Pay TV: Greater Jakarta
Yes No No No No No Yes No Arianna
6,600 National panel &
Video
JAPAN Research Ltd
separate Subscription TV No Tokyo & Osaka Yes No No No No No Yes No RVCS
Panel 600 *
1,100 TV Households Across 11 states in Peninsular Malaysia, Astro Pay TV Plan for digital ad
Nielsen No & Njoi No ratings (DAR) Q4 2015 No No No Yes No Arianna
in Peninsular Malaysia covering both urban and rural (Free Sat) - website browser only
MALAYSIA Planned integration
4,000 home Across all 13 states in Peninsular & East Yes
Kantar Media No of Astro On The Go Q42016 Yes Yes Yes Yes InfoSys+
(Astro PayTV,
4,500 by Q42016 Malaysia, covering urban & rural (all channels) (all channels)
NJOI in Q42016) viewing in Q4 2016
Nielsen 1,000+ HH Diary Panel
MYANMAR MMRD 6,000+ Individuals
No 6 Key Cities within Metro & Urban Yes No No No No Yes Yes No Arianna
NEW ZEALAND Nielsen 600 No National Yes Yes No No Yes Yes Yes Yes Arianna
Medialogic Yes Yes InfoSys+
900 Homes N/A Top 20 Cities Incl. 3 Metros Yes N/A No No Yes No
Pakistan (80 channels) (80 channels) (Kantar)
PAKISTAN National Diary Panel:
Gallup 2,500 HH National (Urban+Rural) Yes N/A No Yes Yes Yes Reporter
Pakistan 3,500 Individuals
(2,000 Urban HH & 500 Rural HH)*
30 MULTICHANNEL TV 2017 31MEASUREMENT GUIDE TELEVISION AUDIENCE MEASUREMENT 2016-2017
COMMERCIAL COMMERCIAL PAY TV REACH TIME SHIFT
CABLE/ VOD &/OR BREAK
RESEARCH PEOPLEMETER PANEL SIZE DTT INTERNET, TABLETS & SPOT LOGS
COUNTRY RETURN PATH DATA (RPD) PANEL PANEL COVERAGE SATELLITE OTT SERVICES RATINGS & FREQUENCY VIEWING SOFTWARE
COMPANY (HOMES/HOUSEHOLDS) MEASURED SMARTPHONES FOR PAY-TV
MEASURED MEASURED FOR PAY TV AVAILABLE MEASURED
CHANNELS
CHANNELS
National Panel: 3,500 Launch of DAR Q3
National
Nielsen (2,000 Urban homes (NUTAM) No National (Urban+Rural) Yes No No Yes Yes Yes No Arianna
& 1,500 Rural homes (RTAM))
2015
Metro Panel: 2,220
Metro
PHILIPPINES Nielsen (1,190 Mega Manila homes
(MEGATAM) & 1,030 homes
No Metro Cities Yes No No Yes Yes Yes No Arianna
for 8 other Metros)
National Panel: 2,270 Yes, part of Instar
Kantar Media (1,370 Urban homes (Urban PH) National (Urban + Rural) Yes expected in Q1 2017 Yes Yes Yes
& 900 Rural homes (Rural PH)
TAM panel Analytics
Instar
10.2016 09.2016
Kantar Media 800 National Yes Some No No No Yes
ends
Analytics
1,200 Households
Yes
starts
GfK & 2,000 Individuals No National Yes Yes Yes No No No Yes Evogenius
SINGAPORE on pc/mobile devices
(up to 28 days)
Nielsen for
Panel: 5,000 homes Arianna/
StarHub StarHub TV Subscriber base Yes No No Yes for VOD Yes Yes Yes Yes
Census: 518,000 homes eTAM
SmarTAM
Nielsen 4,320 No National Yes Yes Yes Yes Yes Yes Yes No Arianna
SOUTH KOREA
TNMS 3,200 10,000 National Yes Yes No Yes Yes Yes Yes No Infosys
600 Homes Media
SRI LANKA LMRB
~ 2,200 Individuals
No National Yes Yes No No No No No No
Xpress
Nielsen 2,000 - National Yes Yes No No Yes Yes Yes No Arianna
TAIWAN
MOD
Nielsen - 6,250 MOD subscriber base No No No No Yes Yes Yes No Arianna
Plan to
2,400 Yes for Digital Ad launch Digital
Nielsen (Sat 1,120, local cab 180, No National Yes Yes Rating (DAR and plan No Yes Yes Yes Content Arianna
THAILAND True 400, Digital 550,
Analogue 150)
to launch Digital Content
Rating in H2/2016 Rating in
H2/2016
Kantar Media Follow Announcements in the Press
National TAM (Diaries)
2,258 Homes & 2 Cities National Instar
VIETNAM Kantar Media
(Diary), 518 Homes & 4 6 cities
Yes Yes No Yes Yes Yes
Analytics
Cities (PM), 1,294 homes
Survey Notes:
Australia, OzTAM and Regional TAM: Peoplemeter/OzTAM: 5 City Metro Markets: Sydney, Melbourne, Brisbane, Adelaide & Perth & Nationally for Subscription TV/ Pakistan,Medialogic: 20 cities - Karachi, Lahore, Islamabad,Rawalpinidi, Faisalabad, Multan, Hyderabad, Sukkur, Gujranwala, Bahawalpur,Peshawar, Sheikhupura, Sailkot,
RegionalTAM: Queensland, Northern NSW, Southern NSW, Victoria, Tasmania and Regional Western Australia Pakpattan, Jehlam, Kohat, Mardan, Larkana, Dadu and Quetta
Australia, User Choice* Gold Standard accredited software suppliers for OzTAM & RegionalTAM Data : TV Map (Broadcast M.A.P), R8ting Library for MediaWise (Day Pakistan, Gallup Pakistan: National diary panel include all 3 Metros (Karachi, Lahore, Islamabad/Rawalpindi: 2,100 individuals) , 5 Large Cities (Faisalabad, Hyderabad,
8 Technology), AdQuest eTAM (Landsberry & James), Pinergy (MediaCom) OzTAM only, Arianna (NielsenTAM), TARDIIS (Starcom MediaVest Group), AdvantEdge Multan, Peshawar, Quetta : 1,100 individuals), 10 Small Cities & Towns (Gujrat,Jacobabad,Kasur,Mardan,Pashin,Rajanpur,Rohri,Sahiwal,Sargodha,Thatta : 1,500
(TechEdge) individuals) , Rural 800 individuals
OzTAM and Regional TAM are undertaking a panel expansion which will increase the panel sizes by 50% ( as shown in the matrix). This is due to be completed by about Philippines: PHINTAM (National Urban and Rural), NUTAM (National Urban), Mega TAM (Metro Manila & suburbs), MCTAM (Metro cities).
April 2017 South Korea, Nielsen: National and 103 pay TV channels are monitored programme names or TVC spot logs.(Seoul, Incheon, Busan, Gwangju, Daejeon, Daegu, Ulsan,
Indonesia, Nielsen: Terrestrial: 11 cities:Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin and Surakarta. Pay Gyungi Province, Kangwon Province, North Chungcheong Province, South Chungcheong Province, North Gyeongsang Province, South Gyeongsang Province, North
TV: Greater Jakarta.^: CMV Indonesia sample include CMV + Fusion with TV data Jeolla Province, South Jeolla Province, Jeju Island)
Japan,Video Research Ltd: Peoplemeters in Tokyo & Osaka.Non-continuous measurement,2 week sweeps conducted every two months (12 weeks/year). Subscription South Korea, TNMS: Return Path Data panel size is 10,000 homes of KT IPTV
TV panel is separate from national terrestrial TV panel of 6,600 homes, 52 weeks reporting /year Vietnam, Kantar Media, People Meter & Diaries, 1 National Diary panel, 2 Diaries panel cities: Hai Phong, Nha Trang ,4 People Meter cities: Ha Noi, HoChiMinh City, Da
Myanmar, Nielsen MMRD: Diary Panel, covering in 6 Key Cities within Metro and Urban (Yangon, Mandalay, Nay Pyi Taw, Taunggyi, Magway, Mawlamyine) Nang, and Can Tho, 92 TV Channels monitored Programme and TVC Spot logs
Please contact the research company for a comprehensive report on measurement.
32 MULTICHANNEL TV 2017 33MEASUREMENT GUIDE
SYNDICATED MEDIA SURVEYS Please contact the research company for a comprehensive report on measurement.
RESEARCH
AREA SURVEY SAMPLE SIZE PANEL COVERAGE METHODOLOGY DEMOGRAPHIC CAB/SAT MEASURED DTT SOFTWARE REACH & FREQUENCY
COMPANY
HONG KONG Ipsos Media Atlas Hong Kong 5,000 National CATI/Online/F2F 12 - 64 Yes Yes User choice Yes
Hong Kong, Singapore, Malaysia,
Taiwan, Thailand, Indonesia,
10 ASIA MARKETS Ipsos Affluent Asia 18,800
Philippines, South Korea, India,
CATI/Online Affluent 25 - 64 Yes No User choice Yes
Australia
China, Hong Kong, Indonesia, Elite/Senior business execs
GBI (Global Business
9 ASIA MARKETS Ipsos
Influencer Survey)
5,275 Malaysia, Philippines, Singapore, Online in companies with 50+ Yes No User choice No
South Korea, Taiwan, Thailand employees
Nielsen
CHINA CCData
Media Index 15000+ 40 1-3 tier cities Face-to-face/On-line 18-65 Yes No On report base Yes
HONG KONG Nielsen Media Index 6,000+ Hong Kong Face-to-face/Online 12 - 64 Yes Yes Clear Decisions Yes
AUSTRALIA Nielsen Consumer Media View 22,000 Australia Online 14+ Yes Yes Clear Decisions No
NEW ZEALAND Nielsen Consumer Media View 12,000 New Zealand Face-to-face 10+ Yes No Clear Decisions Yes
INDONESIA 11 cities Nielsen Consumer Media View 17,000 Indonesia, 11 cities Face-to-face 10+ Yes No Clear Decisions Yes
MALAYSIA Peninsular Malaysia only Nielsen Consumer Media View 10,000 Peninsular Malaysia Only Face-to-face 15+ Fused with TAM data No Clear Decisions Yes
PHILIPPINES national urban Nielsen Consumer Media View 10,000 National Urban Face-to-face 10+ Yes No Clear Decisions Yes
SINGAPORE Nielsen Consumer Media View 4,200+ Singapore Face-to-face 15+ Yes No Clear Decisions Yes
THAILAND Nielsen Consumer Media View 9,000+ Thailand Face-to-face 12+ Yes Yes Clear Decisions No
TAIWAN Nielsen Media Index 10,000 National Face to Face/Online 12 - 65 Yes Yes Clear Decisions Yes
MRB National Media Survey
BANGLADESH Bangladesh (NMS)
15,800 National Face-to-face 15+ Yes No ThinkMedia Yes
F-F/self completed/
CHINA CTR China CNRS 100,000 60 1-4 tier cities
On-line
15-69
INDIA IMRB India 51,000 National F-F/self completed 15-55 ABC
National Demographic
SRI LANKA LMRB
& Media Survey (NDMS)
12,500 National F-F/CAPI 6+ Yes No QuestPlus No
6 Cities 9,352
VIETNAM Kantar Media Vietnam (Urban) 6 cities & National F-F/self completed 15-54 Choices 4 Yes
National 7,200
(exc 6 cities)
Consumer
MYANMAR Nielsen MMRD
& Media View
5,500+ National Face-to-face 10+ Yes No Clear Decisions No
34 MULTICHANNEL TV 2017 35MARKET OVERVIEW 36 MULTICHANNEL TV 2017 37
MARKET OVERVIEW
Key priorities are: Groups with significant IP ownership
A BRAND NEW GAME
(1) Reducing or recalibrating channel will market content directly to
portfolios; customers, in partnership with telco and
A PERSPECTIVE FROM MEDIA PARTNERS ASIA ON HOW PAY-TV, BROADBAND (2) Investing in digital rights and scaling pay-TV groups. Eventually, the market
AND ONLINE VIDEO ARE CONVERGING businesses in large local markets; for channel operators will consolidate
(3) Potentially investing more in local IP significantly with less room for
In general, the Asia Pacific pay-TV and drive customer yields as data and premium Asian content and aggregators and curators, as the market
industry is maturing. Unadjusted for becomes gradually commoditized. (4) Driving program sales and for IP ownership, as well as viable
multiple connections in a household, syndication growth through direct deals local and Asian content, grows at the
pay-TV penetration is expected to scale This could help fuel the growth of with telcos and pay-TV operators for expense of packaged, commoditized
from 65% to 75% between 2016 and digital video services (SVOD & AVOD) on-demand and OTT services. programming.
2021 – the adjusted numbers show a as operators maximize carrier billing
small spike from 55% to 60% over the functionality and strong local marketing Fixed broadband penetration versus pay-TV penetration (2021)
same period. capabilities to be the B2C partners for
Fixed Broadband and Penetration of HHs
120%
players such as iFlix, Netflix, Viu and Korea
The exponential growth of mobile and premium offerings from the BBC, Fox, 100%
New Zealand Singapore
broadband, as well as the growing Disney and Viacom. Hong Kong
scale and capitalization of telecom 80% Japan Australia China
platforms is likely to reshape the At end-2015, mobile broadband had Taiwan
landscape. Operators are repackaging reached 42% per capita penetration on 60%
and repricing channel tiers and average in Asia Pacific, and is on course Vietnam
APAC Average
Malaysia
product bundles. At the same time, to grow to 75% per capita penetration 40% Thailand
content providers and operators are by 2021 and to 85% by 2025. Fixed Sri Lanka
Philippines
navigating the complex world of digital broadband household penetration 20% Indonesia
India
content rights and adapting to new reached 33% in 2015, and is expected
technologies to roll out competitive to grow to 49% by 2021 and to 55% by 0%
0% 20% 40% 60% 80% 100% 120%
on-demand and authenticated digital 2025.
Pay-TV Penetration of TVHHs
services.
In a number of markets, especially
The context in which these strategies across Southeast Asia, broadband Wireless broadband penetration versus fixed broadband penetration (2021)
are being implemented, is important: household and user penetration will 250%
Wireless Broadband & Penetration of Pop.
Broadband reshapes consumer exceed that of pay-TV, according to Hong Kong
demand. Operators and broadcasters Media Partners Asia (MPA). In addition, 200% Singapore South Korea
are keen to capitalize on rapidly the growth of connected devices
growing residential fixed broadband as players such as Alibaba, Le and
New Zealand
penetration and rising next generation Samsung rollout platforms across 150%
mobile broadband penetration. In India and Southeast Asia, will offer Thailand Taiwan Japan
most emerging markets and even content providers and OTT platforms 100% Vietnam
China
Australia
mature geographies, households and new opportunities for strong branded Indonesia
Malaysia APAC Average
residential users are spending more destinations. India
50% PhilippinesSri Lanka
on broadband (or bundled video and
broadband) than on standalone pay-TV. Broadcasters carve out new
In most instances, telecom operators strategies. Most media groups will 0%
0% 20% 40% 60% 80% 100% 120%
need to aggregate and curate more reassess, resize and reinvest in their
content for their users to help sustain channel and content portfolios. Fixed Broadband & Penetration of HHs
Source: Media Partners Asia
38 MULTICHANNEL TV 2017 39MARKET OVERVIEW
Share of new video subscription dollars (2016-2021)
TV & DIGITAL
60%
Developed SEA
China
PROSPECTS
50%
North Asia
40%
Australia
Digital
30%
Pay-TV advertising revenue in Asia advertising expands. This will not only Emerging SEA
Pacific is expected to grow at a 7% benefit large global platforms with 20%
CAGR between 2016-21, reaching increasingly local reach (i.e. YouTube, 10%
US$16 billion by 2021. Future prospects Facebook) but also local players with India
will remain driven by high base markets IP ownership in markets such as China, 0%
such as India and Korea, along with India, Korea and parts of Southeast Asia. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
China. Australia, Japan and Taiwan will TV
remain material, although growth in all Pay-TV’s share of the consumer wallet
three markets will soften. Malaysia and will remain robust by 2021 though Share of new video advertising dollars (2016-2021)
the Philippines will remain the standout digital’s share through SVOD-based 100%
Australasia
90% China
markets for pay-TV advertising in OTT and integrated telco video Developed SEA
80% North Asia
Southeast Asia, while Vietnam promises platforms will substantially grow in 70%
future growth. markets such as Australia, China, Japan 60%
Digital
India
and in key emerging markets such as 50%
In most markets, TV (both free and Indonesia. 40% Emerging SEA
pay-TV) in aggregate will continue to 30%
20%
lose share of incremental advertising Retail subscription dollars are already 10%
dollars to digital media, most notably flowing online in markets such as 0%
in Australia, China, Japan and Korea China, Australia and Korea, but will 0% 10% 20% 30% 40% 50% 60% 70% 80%
and parts of Southeast Asia. The market take longer to eventuate in emerging TV
erosion will be evident but much slower Southeast Asian economies and India. Developed SEA: Singapore, Malaysia
Emerging SEA: Indonesia, Thailand, Philippines, Vietnam
in markets such as India and Indonesia. SVOD in these markets requires greater North Asia: Hong Kong, Taiwan, Korea, Japan
education, marketing, scale (as pricing
Australasia: Australia, New Zealand
Mobile consumption of clips and power will always remain modest) Source: Media Partners Asia
short-form video continues to climb and consolidation, as more local and
rapidly in most emerging Southeast vernacular content comes online,
Asia markets, as well as in India, along with premium Asian content and
Australia, China, Japan and Korea. This Hollywood content that’s already being
is informing the creation and curation exploited.
of new local content in China, India and
Korea, and in time will drive demand for
other genres, including sports, factual
and lifestyle. Media Partners Asia provides data, insights
and strategies for the media & telecoms
industry across Asia Pacific. For more than 15
All of this is a key catalyst for an years, industry stakeholders have put their
increasingly material advertising trust in our consulting services, research,
opportunity for online video, which will publications and industry events.
grow further as video’s share of digital www.media-partners-asia.com
40 MULTICHANNEL TV 2017 41MARKET OVERVIEW
THE EVER-CHANGING THAILAND was available from beginning to end,
ASIA PACIFIC MEDIA SCENE
In Thailand, Digital Terrestrial Television 24 hours a day across Smart TVs,
(DTT) is gaining momentum since its Smartphone and Tablets. This was the
launch in April 2014. This brings more coming of age for streaming services
People are consuming more media in the U.S., where over the last 10 programming and channel choices to and the most complete coverage of a
than ever before and Nielsen expects to years alone we have seen an increase consumers moving from six channels to marquee sporting event such as the
see this trend continue to grow. Thanks of 28% (15hrs) more media being a current total of 22 channels. Olympics.
to the influx and variety of connected consumed per week – primarily driven Since the introduction of DTT in the
devices, consumers now have the ability by new time spent consuming content Thai market we have seen a significant PHILIPPINES
to access media content according via a smartphone, tablet or PC. As increase in audience share – 2% to 32% It’s all about social in 2016 as we see
to their own personal preference, infrastructure improves, this trend will to date. This increase is in line with the Philippines become the sixth largest
wherever and whenever they want. be increasingly evident in Asia Pacific. both the National Telecommunications Internet market in Asia and the second
This is nowhere more apparent than Commission (NBTC) set top box (STB) largest in Southeast Asia. Dubbed as
coupon distribution initiative and the "social networking capital of the
increased signal coverage capacity. This world" Filipinos have the highest time
THERE ARE MORE MEDIA OPTIONS FILLING UP CONSUMER’S DAY all points to one truth: the more options spent on social media platforms across
Weekly time spent in the Total US population Based on Qtr 2, P18+ consumers have, the more time they Asia Pacific, averaging more than 4
spend consuming media. hours a day.
72 TABLET This move by consumers to social
66
SMARTPHONE
INDIA media is seeing more and more
60 With the increased penetration of 4G brand owners turn to social media as
54 PC services in India, 2016 has become a primary channel for marketing and
48 the year of digital video with a host awareness.
Hours per week
MULTIMEDIA DEVICE
of new streaming services on offer
42 VCR from broadcasters such as Direct to MYANMAR
36 Household (DTH) operators as well Satellite and Digital Receiver Ownership
GAME CONSOLE
30 as independent services (including across all Myanmar households has
24 DVD/BLU RAY Netflix). Indian consumers have found almost doubled to 2.7M households
18 TIME-SHIFTED TV
themselves inundated with choice and in 2016. Local broadcast giant, Forever
12 are enjoying the benefits of on-demand Group, launched in August 2016, as did
RADIO viewing. Pyoneplay, the country’s first mobile
6
LIVE TV
app. Pyoneplay provided access to
0 AUSTRALIA replay and live content for the group’s
2002 2006 2011 2016
For the first time, Australians could two leading free to air channels, MRTV
Source: Nielsen Total Audience and Insights Report (US total population, annual qtr. 2 comparison) access the 2016 Rio Olympics across 4 and Channel 7. Along with the lifting
a multitude of digital platforms and of trade sanctions in Myanmar comes
This increased opportunity to reach Fragmentation caused by greater experienced each distribution platform news of up to five new FTA channels
and engage with consumers is consumer choice is a common theme utilizing its strength. DTT channels permitted to broadcast starting January
certainly exciting for media owners and seen across many Asia Pacific markets. delivered the more popular sports 2017 – bringing the total number of
advertisers. However, navigating the And, there are local nuances in each along with discussion based programs channels featuring local Myanmar
labyrinth of screen choices and media market of which players need to be and highlights. This was complemented content and ads to 56.
platforms can be incredibly complex, yet aware in order to ensure cross-platform by premium subscription-based digital
critical to get right. strategies are relevant and optimal. streaming service where every sport
42 MULTICHANNEL TV 2017 43MARKET OVERVIEW
JAPAN businesses of television, advertising,
Japan is considered a technology and measurement. Nielsen’s vision is
leader across the region and to supply the most comprehensive
recently has seen an exciting new view of media content and advertising
MALAYSIA SINGAPORE venture between digital ad agency, consumption to media owners, brand
The acceleration of 4G and a recent Singapore migrated its linear national CyberAgent and TV broadcaster, TV advertisers and agencies in a set of
reduction in price and bundling offers television audience measurement Asahi Corporation. The duo will launch integrated tools in order to support the
see Malaysia going through a digital system to a multi-platform system a new Internet based TV station called continued growth of the media industry
revolution. Coupled with the entry creating a single unified TV audience Abematv. In a mobile-first country through transparency, measurability
of cheaper smartphones along with measurement currency. This includes like Japan, Abematv TV will focus on and insights to drive informed business
Netflix and iflix, these factors have all the audiences garnered for TV across catering to smartphone viewers and decisions.
come together at once to enable more desktops, smartphones and tablets. reaching the younger generation As the media ecosystem changes to
Malaysians to consume even larger In addition to a ratings system change that are consuming less traditional accommodate increasing demands and
amounts of content online – particularly in Singapore, Mediacorp and Nielsen television. This is the beginning of new complexity so should the requirements
via mobile screens. have teamed up to launch the world’s era for the TV industry in Japan and and methods of measurement.
For the first time ever, both the 2016 first cross-media audience planning has turned digital disruption around to
Rio Olympics and Paralympics were solution (Customer360). benefit and redefine the TV business. In response to these changes
streamed live by subscription television Customer360 integrates all available
Nielsen has introduced the Nielsen
and an independent broadcaster. The media currencies and enables robust INDONESIA Total Audience Framework, an end-
digital eco-sphere continues to expand, cross-media planning for Mediacorp’s After some delay, the era of to-end solution working across the
giving Malaysian audiences and breadth of touchpoints: TV, Print, Radio, non-analogue terrestrial viewing three phases: planning, activation
advertisers a lot more choices. Out-of-Home and Digital. This planning has arrived in Indonesia. Two major and measurement. Nielsen’s Total
solution will help Singapore marketers streaming services launched in the Audience Framework system enables
NEW ZEALAND look across all platforms to see how to first quarter of this year and a number media companies and advertisers
The New Zealand media landscape plan across a proliferation of channels. of broadcasters now deliver their to make the most of the evolving
is currently faced with discussion on streams by mobile application. Telecom media landscape, providing them
media ownership amalgamations with VIETNAM companies are competing aggressively with a comprehensive view of their
two proposed mergers. First, Sky TV Digital TV was established in Vietnam by offering unlimited 4G access to audience for both ads and content, in
(pay television network) and Vodafone, in 2006 by Vietnam Television homes in large urban areas, which will the form of independent, comparable,
and second, a proposed union Corporation. They were the first to drive the uptake of streaming. The 2016 de-duplicated measurement across all
between NZME (media owners of print/ broadcast Digital Terrestrial Television Olympics badminton final featuring the screens and platforms. Each of these
digital/radio properties) and Fairfax (DTT) using DVB-T standards with Indonesia team attracted the biggest measurement solutions are flexible, to
(media owner in print and digital). coverage across Ha Noi, Ho Chi Minh, audience to live online streaming to date. cater to local market nuances, while
Both amalgamations are subject to Da Nang and some suburban areas. In The Indonesian government has being comparable across multiple
Commerce Commission approval, and 2010, the government regulated DTT indicated 2018 as DTT switchover year, countries.
protest submissions have been put standard to DVB-T2 and at the same and is currently working on revising the
forward under the anti-competitive time a digital transition roadmap to broadcasting law for digital; however it
umbrella; however most commentators 2020 was put in place. Vietnam has is still unclear how implementation will Craig Johnson,
are predicting the mergers will go switched off the analogue terrestrial occur. Managing Director
ahead. This will lead to a greater TV in Ha Noi, Ho Chi Minh, HaiPhong, Media,
concentration of media ownership. CanTho, Da Nang and Binh Duong, with South East Asia,
Across Asia Pacific, consumers Pacific & India
analogue scheduled to be switched off have a growing array of options for
across the country by 2020. viewing their favorite content, and
this is fundamentally changing the
44 MULTICHANNEL TV 2017 45MARKET OVERVIEW Connected device supporting TV
Everywhere service Business model
Live channels offered
compatibility score
TVE launch date
in local currency
authentification
authentification
OTT/Available
Game console
TVE channels
Smart-phone
Monthly cost
VOD offered
APAC TV EVERYWHERE
to non-subs
No. of luve
Smart TV
Operator
Platform
Market
PC/Mac
Device
Tablet
Free
Paid
AUTHENTICATION REMAINS THE NORM
Australia FOXTEL DTH/Cable Oct-09 yes yes yes yes yes 5 yes yes yes no yes A$25-95 78
WHILE OTT TAKES BETTER SHAPE
Hong Kong PCCW IPTV Dec-09 no yes yes yes yes 4 yes yes yes no yes Free 6
Taiwan Chunghwa IPTV Dec-09 no yes yes no yes 3 yes yes yes no no —— N/A
Telecom
by Wangxing Zhao
South Korea CJ HelloVision Cable May-10 yes yes yes no yes 4 yes yes no no yes 2,900-10,900 won 220
New Zealand SKY Network DTH Jan-11 no yes yes no yes 3 yes yes yes no no —— 16
Television Ltd
South Korea KT Corporation DTH/IPTV Apr-11 no yes yes no yes 3 yes yes no no yes 5,500 won 80+
Multichannel operators across the With the exception of South Korea’s
China Beijing Gehua Cable Jun-11 no yes yes no yes 3 yes no no yes no RMB 10 76
Asia Pacific region are exploring Tbroad, all TV Everywhere providers
innovative ways of extending in Asia Pacific offer linear streaming Japan NTT Plala Inc. IPTV Aug-11 yes yes yes no yes 4 yes yes yes no yes 480 or 1,200 yen 18
traditional pay TV services to a wider channels, and all but six offer VOD Japan
SKY Perfect JSAT
Corporation
DTH/IPTV Oct-11 yes yes yes no yes 4 yes yes yes no no —— 60+
audience, particularly cord-cutters content. CJ HelloVision leads the Hong Kong i-Cable
Communications
Cable Feb-12 no yes yes no no 2 yes no yes no no —— 9
and cord-nevers. TV Everywhere charge in second-screen linear Japan J:COM Cable May-12 no yes yes no yes 3 yes yes yes no no —— 89
authentication today can take both free programming, with 220 channels Singapore StarHub Ltd Cable Jun-12 yes yes yes no yes 4 yes yes yes no yes S$9.90-19.90 100+
and paid forms. Paid authentication available to subscribers. During
Malaysia Astro DTH/IPTV Jun-12 no yes yes no yes 3 yes yes yes yes yes RM10.60 55
means existing subscribers of 2015 and 2016, many TV Everywhere
multichannel services have to pay an platforms have expanded content Singapore SingTel IPTV Jul-12 no yes yes no no 2 yes no no yes no S$6.90 or 9.90 120+
extra fee, usually monthly, to stream offerings with new channels, South Korea SK Broadband IPTV Jul-12 no yes yes no no 2 yes yes no no yes 2,000-3,000 won 80+
TV Everywhere content via secondary on-demand libraries and live broadcast Thailand TOT IPTV Jan-13 yes yes yes no yes 4 yes yes yes no no —— 160+
devices. Our analysis indicates many events. In addition, HD programming Thailand TrueVisions DTH/Cable May-13 no yes yes no yes 3 yes yes no yes no 100 baht 90+
Asia Pacific pay TV operators are opting is becoming widely available from Malaysia Telekom IPTV Jul-13 no yes yes no yes 3 yes yes no yes yes RM 5-15 68
for paid models for their TV Everywhere advanced TV Everywhere operators Malaysia
services, generating value-added such as FOXTEL, TOT, Singtel, StarHub
Philippines Cignal TV DTH Jul-13 no yes yes no no 2 yes no yes no no —— 11
revenue streams. As of September Ltd., Astro and TrueVisions. South Korea LG Uplus IPTV Jul-13 no yes yes no no 2 yes yes no no yes 5,500 won 90
2016, out of 34 TV Everywhere Taiwan
TWM
Broadband Cable Sep-13 no yes yes no no 2 yes yes yes no no —— N/A
operators in the region, 19 still offered Taiwan Kbro Cable Sep-13 no yes yes no no 2 yes yes yes no no —— N/A
free authentication, while 10 opted for Vietnam FPT Telecom IPTV Oct-13 yes yes yes no yes 4 yes yes no no yes N/A 93
paid. Dish TV India
India DTH Oct-13 no yes yes no yes 3 yes yes no yes no Rs 69 58
Ltd.
Apart from TV Everywhere, subscription
India Tata Sky Ltd. DTH Oct-13 no yes yes no yes 3 yes yes no yes no Rs 60 140
and transactional OTT models are Australia Fetch TV IPTV Dec-13 no yes yes no no 2 yes yes yes no no —— 35
increasingly being adopted by Indonesia First Media Cable Feb-14 no yes yes no yes 3 yes no yes no no —— 50
multichannel providers, allowing India Bharti Airtel DTH Mar-14 no yes yes no no 2 yes yes no yes no Rs 45 150
non-pay TV subscribers to access paid Indonesia PT MNC Sky DTH Jun-14 no yes yes no yes 3 yes no yes no no —— 55
content via broadband and on a range Vision
Taiwan Optical
Taiwan Cable Dec-14 no yes yes no no 2 yes yes yes no no —— N/A
of devices. As of September 2016, 12 Platform
operators in the region had launched South Korea Tbroad Cable Jun-15 no yes yes no yes 3 no yes no no yes 4,000-9,000 won ——
pure OTT streaming and on-demand Philippines SkyCable Cable Jul-15 no yes yes no yes 3 yes yes yes no no —— 36
packages to target broadband users India Videocon d2h DTH Jul-15 no yes yes no no 2 yes yes no yes no Rs 60 78
without a multichannel subscription. Vietnam VTVcab Cable May-16 no yes yes no yes 3 yes yes no yes no N/A 20+
TOTAL 34 7 34 34 2 23 33 28 19 10 12
46 MULTICHANNEL TV 2017 47MARKET OVERVIEW
Number of Asia Pacific TV Everywhere As of September 2016, South Korea Number of TV Everywhere
LAUNCHES BY YEAR, had the most TV Everywhere services, LAUNCHES BY MARKET,
as of September 2016 offered by CJ HelloVision, KT Corp., SK
as of September 2016
Telecom Co. Ltd.’s SK Broadband, LG
U+ and Tbroad, respectively. India and
South Korea 5
12 Taiwan followed suit with four services
11 each, and Japan still had three. By India 4
10 2014, all 14 Asia Pacific markets in our Taiwan 4
survey had at least one TV Everywhere
Japan 3
operator, indicating multi-screen
8 service models have become standard Australia 2
among the region’s main multichannel Singapore 2
operators.
6 6 Hong Kong 2
5 Smartphones and tablets remain Thailand 2
4 4 the most common types of devices Malaysia 2
for TV Everywhere programming
3 3 Indonesia 2
delivery, with all 34 operators having
2 developed smartphone and tablet Philippines 2
1 1 apps. Computers are also a popular Vietnam 2
0 platform for secondary screen viewing, New Zeland 1
2009 2010 2011 2012 2013 2014 2015 2016
with 23 operators having a dedicated
TVE website. Smart TVs and game China 1
Source: © 2016 SNL Kagan, an offering of S&P Global Market Intelligence, analysis of industry data. All rights reserved. consoles, by contrast, are rarely used Total 34
as TV Everywhere viewing devices,
with adoption by just seven and two
operators, respectively.
Source: © 2016 SNL Kagan, an offering of S&P Global Market
Intelligence, analysis of industry data. All rights reserved.
The first known TV Everywhere resulting in three new TVE service
proposition in Asia Pacific was initiatives across the region in 2015 and
introduced in October 2009 by just one in 2016. Our analysis indicates
Australian DTH and cable incumbent operators’ interests in pursuing
FOXTEL, followed by Hong Kong’s multi-screen video deployment
PCCW Ltd. and Taiwan’s Chunghwa are shifting from authenticated TV
Telecom Co. Ltd. later that year. The Everywhere to subscription OTT
years leading up to 2013 brought a services, as evidenced by a slew of
growing number of TV Everywhere operator-led OTT initiatives launched
launches across the region, with 11 within the last few years, such as Foxtel
new platforms launched in 2013 Play, Astro-on-the-Go, StarHub Go, and
alone. However, this upward trend has PCCW’s Viu.
reversed over the last couple of years,
48 MULTICHANNEL TV 2017 49ADVERTISING OVERVIEW 50 MULTICHANNEL TV 2017 51
ADVERTISING OVERVIEW
A NEW GENERATION Multichannel TV advertising revenue multichannel markets in the world.
IS DRIVING TV ADVERTISING
is expected to see solid increases Additionally Indonesia, South Korea
at a 10.2% CAGR to 2020, with its and Japan are the largest markets and
share of total TV advertising revenue are projected to comprise 64% of total
growing from 15.1% in 2015 to 18.0% mulichannel TV advertising revenue in
Economic growth in many emerging and 3.9% respectively to account in 2020. The South East Asian markets 2020.
markets is creating a new generation for a combined 15.9% of global are among the fastest-developing
of consumers for advertisers to target. TV advertising revenue in 2020.
Both global and local advertisers will Meanwhile, Indonesia is growing the
use TV as a medium to engage and fastest at a 15.7% CAGR to rise from
attract this important new audience. being the seventh to fourth-largest ASIA PACIFIC MULTICHANNEL TV ADVERTISING REVENUE (US $ MILLIONS)
market globally between 2015 and
Asia Pacific’s performance will be 2020. Vietnam will grow at a 13.8% 2015-
underpinned by China and Japan, CAGR, while the Philippines will rise at a COUNTRIES 2011 2012 2013 2014 2015p 2016 2017 2018 2019 2020 2020
which will grow at CAGRs of 4.4% 9.6% CAGR. CAGR
AUSTRALIA 313 349 398 454 478 519 562 609 645 682 7.34
Asia Pacific Share of TV Advertising Revenue (US $ millions)
2016 Forecasted Revenue CHINA 534 591 647 703 638 638 676 715 755 794 4.48
Australia
HONG KONG 49 60 71 69 63 64 65 69 70 74 3.38
China
INDIA 1,734 1,934 2,188 2,547 2,906 3,294 3,693 4,138 4,618 5,134 12.05
Hong Kong
INDONESIA 21 34 81 124 181 265 370 501 658 844 36.07
India
JAPAN 430 489 555 625 667 725 792 864 938 1,048 9.48
Indonesia
MALAYSIA 42 45 48 53 59 67 74 82 90 99 10.62
Japan
NEW ZEALAND 80 80 82 82 85 90 95 100 105 111 5.36
Malaysia
PAKISTAN 59 61 68 74 78 81 84 87 90 94 3.76
New Zealand
PHILIPPINES 89 106 120 144 162 185 216 252 289 355 16.94
Pakistan
SINGAPORE 35 36 39 43 48 53 57 62 67 76 9.55
Philippines
SOUTH KOREA 929 1,033 1,041 1,087 1,166 1,215 1,264 1,325 1,381 1,468 4.73
Singapore
TAIWAN 606 571 575 604 623 641 659 686 707 739 3.48
South Korea
TERRESTRIAL TV THAILAND 88 118 137 161 182 211 241 276 312 348 13.84
Taiwan
MULTICHANNEL TV VIETNAM 25 33 41 50 64 82 97 114 132 162 20.49
Thailand
Vietnam ASIA PACIFIC 5,034 5,538 6,090 6,822 7,400 8,129 8,945 9,879 10,858 12,027 10.20
0 2000 4000 6000 8000 10000 12000 14000 16000 18000
Source: Global entertainment and media outlook 2016-2020, PwC, Ovum. NB: 2015 estimates are considered preliminary and marked with a ‘p’.
Source: Global Entertainment and Media Outlook 2016-2020, PWC, Ovum
52 MULTICHANNEL TV 2017 53ADVERTISING OVERVIEW
ASIA PACIFIC
MULTICHANNEL TV
TV ADVERTISING 2016-2020
The Pay TV advertising market and account for 15% of all digital spend
continues to grow in Asia Pacific, with by 2020, it currently stands at 11%.
an estimated +6.4% YOY in 2016. We Growth in mobile video is predicted at
predict a CAGR of +6.7% for Pay TV 32% per annum up to 2020; with online
over the next 4 years; performing better video expected to grow at 11% per
than the 5.2% estimated for the total annum.
advertising market.
Looking to the future, Programmatic
Future advertising revenue growth for buying across all screens will be the
Pay TV will be driven by Developing next frontier for the industry. Within Asia
and Emerging markets in Asia Pacific, Pacific, MCN in Australia are already
notably India, Malaysia & Pakistan leading the way offering programmatic
Globally and within Asia Pacific, TV will see its share of advertising
(+15% CAGR). From a volume TV, Out-of-Home TV and digital screens.
perspective though, Pay TV advertising Although multi-screen is the future for spend reduce as Digital media continues to gain momentum
revenues will continue to be driven by content, programmatic TV should at
China, India, Japan and South Korea go some-way to ensuring TV remains
(accounting for 84% of all Pay TV relevant. Global Asia Pacific
advertising spend).
100%
For the industry, embracing new
As Digital growth continues in Asia technologies to seamlessly buy across
Pacific, total TV advertising is predicted all screen offers great potential for 80%
to decline to 33% of all advertising broadcast industry, advertisers and
% Share of Media
spend by 2020 in Asia Pacific; agencies.
compared to 38% in 2016. Conversely, OUTDOOR 60%
digital spend in Asia Pacific will increase 36% 47% 34% 44%
RADIO
from 34% in 2016 to 44% by 2020. Craig Harvey, 40%
Even though media budgets will switch Head of MAGAZINES
between media, collectively TV and Research,
digital will continue to be effective IPG NEWSPAPER
20%
Mediabrands 37% 34% 38% 33%
in targeting consumers through DIGITAL
Hong Kong
multi-screen strategies. 0%
TELEVISION
2016 2020 2016 2020
Within the digital world, video screen
advertising will continue to accelerate Source: Magna Global Advertising Forecasts (June 2016), IPG Mediabrands
54 MULTICHANNEL TV 2017 55ADVERTISING OVERVIEW
Within the Digital space, Video screen advertising 2016 APAC TV ADVERTISING REVENUE
will account for 15.2% of all Digital spend by 2020
12,000 MOBILE Video
2016 2016
2016
ONLINE video (PAC) % OF TOTAL ADVERTISING % OF TOTAL TV REVENUE
10,000
US$ MILLIONS FTA PAY-TV TOTAL FTA PAY-TV FTA PAY-TV
US$ Millions
8,000
7,145
6,000
ASIA PACIFIC 40,208 13,424 139,975 29% 10% 75% 25%
4,321
4,000 AUSTRALIA 2,451 405 10,555 23% 4% 86% 14%
2,865
CHINA 12,524 5,079 53,269 24% 10% 71% 29%
2,000 2,364
HONG KONG 967 41 3,268 30% 1% 96% 4%
0
INDIA 253 3,419 8,793 3% 39% 7% 93%
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
INDONESIA 2,910 18 5,835 50% 0% 99% 1%
JAPAN
Source: Magna Global Advertising Forecasts (June 2016), IPG Mediabrands
13,359 1,035 34,101 39% 3% 93% 7%
MALAYSIA 604 246 2,328 26% 11% 71% 29%
Specifically within Pay-TV, we predict strong growth in developing
markets and expect declines in a few well-established markets across NEW ZEALAND 471 82 1,618 29% 5% 85% 15%
the next 5 years PAKISTAN 33 181 344 10% 53% 15% 85%
PAY TV CAGR % (2016 VS 2020)
PHILIPPINES 1,274 40 1,962 65% 2% 97% 3%
Sri Lanka
30%
SINGAPORE 539 54 1,825 30% 3% 91% 9%
25% SOUTH KOREA 1,477 1,583 8,462 17% 19% 48% 52%
24.5%
SRI LANKA 96 5 204 47% 2% 95% 5%
20%
TAIWAN 126 661 2,068 6% 32% 16% 84%
India
Malaysia
Pakistan
15.7% THAILAND 2,446 279 4,158 59% 7% 90% 10%
15%
Asia Pacific
VIETNAM 678 296 1,185 57% 25% 70% 30%
Indonesia
13.1%
12.4%
New Zealand
Australia
Vietnam
Philippines
10%
Hong Kong
South Korea
Japan
7.5% FTA PAY-TV TOTAL
6.7%
China
5% 5.0% 10.0%
Singapore
4.6%
Thailand
3.6% 2016 VS. 2015
Taiwan
2.3% 2.4% 2.6% % CHANGE 1.4% 6.4% 6.0%
1.6%
0%
Source: Magna Global Global Advertising Forecasts (June 2016), IPG Mediabrands
Source: Magna Global Advertising Forecasts (June 2016), IPG Mediabrands -1.1% Note: Data excludes revenue from regional campaigns
-2.4% -2.5%
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