ASIA PACIFIC MULTICHANNEL TV - Asia Video Industry Association
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ASIA PACIFIC MULTICHANNEL TV
2018
ABOUT
Established in 1991, CASBAA is the
association for digital Multichannel TV,
content, platforms, advertising and video
delivery across a variety of geographic
markets throughout the Asia-Pacific.
CASBAA’s members reach over 600 million
connections within a regional footprint
ranging from China to Australasia, Japan to
Pakistan.
For more information, visit
www.casbaa.com
623
MILLION PAY-TV SUBSCRIBERS
IN ASIA
CASBAA Executive Office WWW.CASBAA.COM
802 Wilson House
19-27 Wyndham Street
Central, Hong Kong
Tel: 852 2854 9913
Enquiry: casbaa@casbaa.com
Source: Media Partners Asia
2 MULTICHANNEL TV 2018 3
6
CONTENTS
FAST FACTS
10 GLOBAL OVERVIEW
As ever, across Asia Pacific, emerging services are now an essential element
16 ASIA PACIFIC VIEWERS market growth is playing a starring role
when deconstructing the Pay-TV balance
within any Pay-TV portfolio. We harvest
some of the information available
sheet. to help you navigate the constantly
24 MEASUREMENT GUIDE
While the mega markets of India and
evolving terrain.
China continue to lead the way, we As always, CASBAA also provides
38 MARKET OVERVIEW shouldn’t forget the likes of Vietnam, context for the development of
Myanmar, Cambodia, Pakistan and Sri Multichannel TV in Asia.
Lanka as they catch up with Thailand,
48 ADVERTISING OVERVIEW Taiwan, Singapore and Hong Kong, let
This year, our CASBAA guide looks at
the on-going negative impact of Pay-TV
alone Japan and South Korea. There
piracy, specifically digital video theft and
58 INSIGHTS is plenty of development opportunity
ahead for Multichannel TV and video
the critical role of the Illicit Streaming
Devices (ISDs) that are beginning to play
across Asia Pacific in 2018 and beyond.
72 OTT & STREAMING
Subsequently, the CASBAA research
within the marketplace.
group has been exploring ways to Finally, we provide some narrative
96 COMBATTING PIRACY chart the increasingly complex data
resources available for measuring
by profiling specific markets, for
instance Singapore and Myanmar,
our sector’s performance. For both as well as revealing new approaches
internal uses, such as by network and to cross-platform measurement and
platform planners, as well as by external analytics, assessing the impact of
partners, for example advertisers, brand Internet Video plus data privacy policies
managers and investors. and practices, and consider the most
important issues of content protection
A WHAT AND WHERE ROADMAP So this year we give renewed emphasis
to tabulating as much of the research
and revenue assurance.
TO ASIA PACIFIC PAY-TV DATA 2018 resources available in the public domain
from CASBAA Members and others as Jane Buckthought
laid out in the detailed Research Guide Editor
By almost any measure, the Multichannel platforms are generating enhanced on page 24-37.
TV and broadband video sectors across revenues and, equally importantly,
the Asia Pacific are performing well as developing new ways of measuring our The Research Guide 2018 provides a
we move into 2018. diverse markets while providing insights roadmap to Asia Pacific Multichannel TV
into audience behavior. data: which countries and sectors are
Just as the US and European Pay-TV being measured; from where the data
markets are enjoying enormous varietal This guide is designed to give a sense of has been sourced; the platforms and
growth in content offerings and new direction when we look at consumption, channels that are measured and in which
ways of reaching the consumer, Asia ARPU and overall revenue growth from format. OTT, mobile and streaming
Pacific digital cable, DTH, OTT, VOD, all sources.
SVOD, online streaming and other
4 MULTICHANNEL TV 2018 5
FAST FACTS 6 MULTICHANNEL TV 2018 7
FAST FACTS
100% 23%
58%
623
SOUTH KOREA
55%
32.7 Million JAPAN
CHINA 11.590 Million
365 Million
PAKISTAN
81% 84%
13.11 Million
MILLION PAY-TV SUBSCRIBERS HONG KONG TAIWAN
79%
2.217 Million
IN ASIA PACIFIC 6.846 Million
56% 19%
31%
INDIA
154.9 Million VIETNAM
11.454 Million PHILIPPINES
3.83 Million
30% 50%
THAILAND
6.9 Million
11%
SRI LANKA MALAYSIA
FAST FACTS* 1.329 Million 3.694 Million
POPULATION .................................. 3,693,314,000
55%
INDONESIA
TOTAL HOMES ................................. 1,038,291,000 4.605 Million
TELEVISION HOMES ........................... 882,884,000
MULTICHANNEL HOMES .............. 57% / 504,550,000 SINGAPORE
0.861 Million
BROADBAND SUBSCRIBERS ............... 2,490,455,000
PAY-TV SUBSCRIBERS ........................... 623,261,000
* 16 selected markets
33%
AUSTRALIA
3.001 Million
1. Percent of Pay-TV penetration and Pay-TV subscribers
41%
2. Free-to-air satellite subscribers are excluded from numbers above
3. Based on 16 selected markets
Source: Media Partners Asia . Source: Media Partners Asia .
Note: Data for 2017 has been sourced from MPA and cannot be compared to previous editions of this book Note: Percent of Pay-TV penetration of TV homes (includes subscribers to multiple platforms)
NEW ZEALAND
0.701 Million
8 MULTICHANNEL TV 2018 9
GLOBAL OVERVIEW 10 MULTICHANNEL TV 2018 11
GLOBAL OVERVIEW Total Multichannel homes, 2017-2021
Kagan, a media research group within the TMT offering of S&P Global Market Intelligence.
© 2017 S&P Global Market Intelligence. All rights reserved.
800
700
PRESENT AND FUTURE 600
500
A MULTICHANNEL MARKET SUMMARY
millions
400
300
200
Kagan, a media research group within revenue within the next few years, mainly
100
S&P Global Market Intelligence, driven by Japan and China.
estimates the Asia Pacific region closed 0
2016 with 607.6 million Multichannel While cable is still the most adopted 2017 2018 2019 2020 2021
TV households, translating to 68.1% Pay-TV platform across Asia Pacific, it Total Multichannel service revenue, 2017-2021
Pay-TV penetration. Growth was mainly is losing region-wide subscriber and Kagan, a media research group within the TMT offering of S&P Global Market Intelligence .
attributable to the IPTV sector, which revenue share to IPTV. By the end of 140
© 2017 S&P Global Market Intelligence. All rights reserved.
accounted for 78.3% of total subscriber 2016, the number of IPTV subscribers
120
net additions. China alone contributed had surpassed those taking DTH,
US$ billions
the majority of IPTV subscriber growth, making IPTV the region’s second-largest 100
with China Telecom Corp Ltd and China Multichannel platform. However, due to 80
Unicom signing up more than 40 million low average ARPU, IPTV service revenue 60
customers during the year. This further is not anticipated to exceed that of DTH 40
strengthened the country’s position within the next ten years.
20
as the world’s largest IPTV and overall
Multichannel market. Digitization of cable TV networks is well 0
under way in many parts of the region. 2017 2018 2019 2020 2021
India trails China as the second-largest Most notably, South Korea plans to
Pay-TV market globally, with 165.2 convert all analog cable subscribers 4%
7%
million subscribing households at in the market to digital by February
year-end 2016. Kagan estimates the two 2018, in time for the Pyeongchang 8%
markets collectively accounted for 80.4% Olympic Winter Games. On the flipside,
of the region’s total Pay-TV households. video piracy and regulatory barriers in Share of Multichannel
Despite their sizes, both China and some markets continue to challenge 9%
61% TV homes 3%
India produce some of the region’s the Multichannel industry, as does by region 2018 10%
lowest Multichannel ARPUs, generally the maturing OTT sector, already 10% 3%
at $3-$4 per month, dwarfed by those characterized by well-established online
of the more advanced markets such video communities. Share of Multichannel
as Australia, Japan, New Zealand and service revenue 51% 16%
Singapore. DTH MARKET SUMMARY by region 2018
Although cable dominates Multichannel
Multichannel subscription revenues households in the majority of Asia Pacific
from Asia Pacific totaled $35.1 billion markets, Kagan analysis indicates DTH 17%
in 2016, a 5.6% year-on-year increase. holds the highest share of Multichannel
On a global scale, this has kept the subscribers in Malaysia, New Zealand,
region the third-most-lucrative Pay-TV Indonesia and Australia. ASIA PACIFIC EASTERN EUROPE NORTH AMERICA
economy after North America and
Western Europe. With sustained growth, With 61 million active pay DTH MIDDLE EAST & AFRICA LATIN AMERICA & CARIBBEAN WESTERN EUROPE
our analysis indicates Asia Pacific will subscribers in 2016, India is the Kagan, a media research group within the TMT offering of S&P Global Market Intelligence.
overtake Western Europe in Pay-TV largest DTH market in the Asia Pacific, © 2017 S&P Global Market Intelligence. All rights reserved.
12 MULTICHANNEL TV 2018 13
GLOBAL OVERVIEW
accounting for the lion’s share of the Although China is the region’s largest FIXED WIRELESS SUMMARY region, including those in Australia, New
region’s total DTH connections. The cable TV economy, with subscription Kagan estimates legacy fixed-wireless Zealand, Malaysia and Singapore, are
market is also home to the top DTH revenue at $9.86 billion in 2016, the systems served about 721,000 Asia funding fiber rollouts, a policy expected
providers in the region by subscriber market’s cable ARPU level remains low Pacific subscribers at end-2016, with to foster the IPTV landscape long term.
base, including Dish TV India Ltd., at $3.48 per month. Australia leads the the sector forecast to account for less
Tata Sky Ltd., Sun Direct, Videocon region’s cable TV service ARPU at $63.57 than 1% of the region’s Multichannel DTT MARKET SUMMARY
d2h, Bharti Airtel Ltd. and Reliance per month. subscribers and revenues for the As of June 2017, free-to-air DTT services
Communications Ltd. foreseeable future. had launched in all Kagan-covered Asia
Digitization has been in progress Pacific markets. The Asia Pacific region
Australia holds the highest DTH ARPU in in most markets, with China, South IPTV MARKET SUMMARY was home to 164.6 million FTA DTT
the region, at $64.67 per month in 2016. Korea and Taiwan making the most The Asia Pacific market is the world’s households at year-end 2016. With a
India, in contrast, registers the lowest notable headways in recent years. third-largest IPTV economy after North strong broadcast sector, Japan is the
ARPU of $2.89 per month. Because of Within the next ten years, the majority America and Western Europe, with region’s largest DTT market, with 52.4
the sheer size of the market, however, of our covered markets should have China Telecom ranking as the largest million FTA DTT households in 2016.
India still ranks as the top DTH economy fully digitized cable networks, with IPTV operator globally by subscriber
in the region, with $2.03 billion in the exception of India, Philippines base. South Korea’s KT Corp. and Japan’s Our models do not count FTA DTT
subscription revenue for 2016. and Vietnam. As of 2016, cable TV SKY Perfect JSAT Corp. also rank among households as Multichannel, given that
households in Australia, Hong Kong, the top IPTV providers in the region. the service is not subscription-based.
Historically, the Chinese government Japan, New Zealand and Singapore In the Asia Pacific, digital terrestrial
has prohibited the general population were 100% digital. China accounts for the vast majority of infrastructure is leveraged for Pay-TV
from accessing DTH signals, with the the region’s IPTV subscribers. According service deployments in Indonesia and
exception of unencrypted state-affiliated Market fragmentation has posed a to analysis by Kagan, out of the 111.4 Vietnam, among several other South
channels via the CBTV platform. At fundamental challenge in several of million IPTV households in 2016 East Asian territories. These operations
present, free-to-air DTH service is Asia’s cable markets, including India, the region-wide, China alone accounted for form a niche position in the region’s
available extensively via SAPPRFT’s Philippines and Thailand, as localized 86.7 million, or 77.9%, thanks to China Multichannel landscape, accounting for
Huhutong project, which aims to bring ownership of last-mile networks Telecom’s rapid customer expansion a tiny fraction (0.2%) of the Asia Pacific
TV and radio access to millions of impedes digital upgrades. Adjustments in recent years. However, South Korea total Pay-TV subscriber base. Kagan does
residents living in rural and mountainous to ownership regulation enabling remains the most lucrative IPTV market, not expect widespread pay DTT activities
areas not covered by cable or terrestrial consolidation are paving the way for with $1.56 billion in subscription to emerge in the Asia Pacific market long
signals. As of June 2017, FTA satellite TV digitization initiatives. In China, regional revenues in 2016, followed by Japan’s term.
households had reached 120 million in cable systems are implementing a $1.40 billion and China’s $1.13 billion.
China, according to SAPPRFT. government-mandated "one province, The Association of Southeast Asian
one network" directive which has formed IPTV ARPU was highest in New Zealand Nations (ASEAN), which includes
Other markets in the region where FTA some of the biggest cable operations in at $47.19 per month in 2016, and lowest Indonesia, Malaysia, the Philippines,
DTH services command a significant the world. in China at just $1.42 per month. Both Singapore and Thailand, endorsed
presence include India, Indonesia, Japan China Telecom and China Unicom DVB-T as the official ASEAN DTT
and Thailand. Kagan believes cable’s grip on the have marketed IPTV as a promo standard in June 2007. Japan and China
Asia Pacific Pay-TV market will slip over service add-on to fixed-broadband have opted for their own homegrown
CABLE MARKET SUMMARY the coming years as DTH and IPTV subscriptions. standards, implementing ISDB-T
With 237 million cable TV households services capture market share. However, (Integrated Services Digital Broadcasting
in China and more than 100 million increasing competition is not expected Kagan analysis indicates IPTV will - Terrestrial) and DTMB (Digital Terrestrial
in India, cable remains the dominant to impede industry growth as advanced be the fastest-growing Multichannel Multimedia Broadcast), respectively.
platform in the Asia Pacific Multichannel services including HD, VOD and DVR platform in the Asia Pacific over the In 2006, South Korea selected the U.S.
landscape. Kagan analysis indicates drive cable service revenues. coming years, with China, Japan and ATSC standard for its DTT platform.
67.4% of Pay-TV households in the South Korea positioned as key markets
region were connected via cable as of for growth. Many governments in the
2016, translating to 409.5 million.
14 MULTICHANNEL TV 2018 15
ASIA PACIFIC VIEWERS 16 MULTICHANNEL TV 2018 17
ASIAPACIFIC VIEWERS
AFFLUENT VIEWERS
MULTICHANNEL TV
VIEWERS NOT
AGREE THAT... WATCH
DON’T
VIEWED VIEWED WATCH
Pay-TV
INDEX Pay-TV
yesterday in past month
I am always one of the first to use
108 89
INDIA 67% 7% innovative tech products
THAILAND 53% 25% I have confidence in purchasing products/services
that have been advertised 109 71
MALAYSIA 83% 4%
SINGAPORE 76% 5% I tend to go for premium
117 74
rather than standard goods/service
INDONESIA 64% 15%
HONG KONG 35% 29% I have expensive tastes 112 71
TAIWAN 75% 4%
Gaining knowledge and becoming better informed
SOUTH KOREA 61% 9% is a priority for me 110 75
PHILIPPINES 71% 10% People come to me for advice
112 73
AUSTRALIA 30% 29% before buying new things
Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2016 % Reach Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2016
Average Base Index: 100. Thailand or Hong Kong or Indonesia or Malaysia or Philippines or Singapore or Taiwan or India or South Korea or Average Base Index: 100. Thailand or Hong Kong or Indonesia or Malaysia or Philippines or Singapore or Taiwan or India or South Korea or
Australia. Viewed cable/satellite channels yesterday or Not viewed any cable/satellite channels in past month Australia. Viewed cable/satellite channels yesterday or Not viewed any cable/satellite channels in past month
MULTICHANNEL TV
CONSUMED MORE THAN OTHER MEDIA
ANY CABLE/SATELLITE TV CHANNEL (monthly) 88%
ANY CABLE/SATELLITE TV (weekly) 81%
ANY CABLE/SATELLITE TV (daily) 60,9%
ANY INFLIGHT MAGAZINE 18,3%
ANY REGIONAL MONTHLY MAGAZINE 23,3%
ANY REGIONAL TRI-WEEKLY MAGAZINE 2,3%
ANY REGIONAL WEEKLY MAGAZINE 10,3%
ANY REGIONAL DAILY NEWSPAPER 4,7% MULTICHANNEL TV
ANY REGIONAL TITLE 28,9% OTHER MEDIA
Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2016 - % media consumption
Thailand or Hong Kong or Indonesia or Malaysia or Philippines or Singapore or Taiwan or India or South Korea or
Australia.
18 MULTICHANNEL TV 2018 19ASIAPACIFIC 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 101 > 93 CAR OWNER 104 > 88
OWN
TABLET 103 > 98 PLATINUM/BLACK
CREDIT CARD
103 > 82
BUSINESS
SMART TV 103 > 96 DECISION MAKER 109 > 70
HOME THEATRE
SOUND SYSTEM 103 > 80 TOP MANAGER 113 > 70
OWN
DIGITAL STOCKS/SECURITIES/BONDS
VIDEO CAMERA 105 > 82 OFFSHORE ACCOUNT 120 > 58
FOR INVESTMENT
OWN
A PRIVILEGE/PRIORITY
BANK ACCOUNT
110 > 72
Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2016
Average Base Index: 100. Thailand or Hong Kong or Indonesia or Malaysia or Philippines or Singapore or Taiwan or India or South Korea or
Australia. Viewed cable/satellite channels yesterday or Not viewed any cable/satellite channels in past month
OWN
OTHER PROPERTIES
FOR INVESTMENT
111 > 96
20 MULTICHANNEL TV 2018 21ASIAPACIFIC VIEWERS
... & TRAVELLERS TOO
INDEX WATCH DON’T WATCH
PAY-TV
6+ BUSINESS TRIPS
IN PAST 12 MONTHS 138 > 30
FLY FIRST
OR BUSINESS CLASS
IN PAST 12 MONTHS
118 > 51
12+ NIGHTS
IN A HOTEL
IN PAST 12 MONTHS
102 > 79
3+ LEISURE TRIPS
IN PAST 12 MONTHS 118 > 59
Source: Ipsos Affluent Survey Asia Pacific Q3-Q4 2016
Average Base Index: 100. Thailand or Hong Kong or Indonesia or Malaysia or Philippines or Singapore or Taiwan or India or South Korea or
Australia. Viewed cable/satellite channels yesterday or Not viewed any cable/satellite channels in past month
22 MULTICHANNEL TV 2018 23MEASUREMENT GUIDE 24 MULTICHANNEL TV 2018 25
MEASUREMENT GUIDE TELEVISION AUDIENCE MEASUREMENT 2017-2018
COMMERCIAL COMMERCIAL PAY-TV REACH TIME SHIFT
CABLE/ VOD &/OR BREAK
RESEARCH PEOPLEMETER PANEL SIZE DTT INTERNET, TABLETS & SPOT LOGS
MARKETS 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
Nielsen TAM 5,250 (Metropolitan), Metro areas (5 cities) National Video
User
on behalf of No Yes Yes No player data re- No No Yes Yes
OzTAM 2,120 (National subscription TV) & nationally for Subscription TV ported separately choice*
AUSTRALIA Queensland, Northern NSW,
Nielsen TAM User
on behalf of 3,198 (Regional) No Southern NSW, Victoria, Tasmania Yes Yes No No No No Yes Yes
Regional TAM choice*
& Regional Western Australia
Dhaka Metro, Dhaka Other Urban,
MRB 550 Homes Media
BANGLADESH Bangladesh 2,200 Individals
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
National panel: 1 national meter panel
500,000 Smart TV Device & 52 79 city meter panels
CSM 34,275 12 provincial meter panels, Yes-Cable Yes Yes Yes No No Yes Yes Infosys+
City panel: 52 diary city panels
200,000 Smart TV Device 13 diary provincial panels
CHINA
20M RPD terminal units (including Peoplemeter: Harbin
Nielsen- Peoplemeter (Individuals) DTV/IPTV/OTT TV); 1 National RPD RPD: 1 National RPD panel (15 core cities),
Yes-Cable No Yes Yes Yes Yes Yes Yes Arianna
CCData Harbin: 300+ panel (100,000+HH), 2 Provincial 2 Provincial RPD panels, 49 City RPD
RPD panels, 49 City RPD panels panels
Cable - Yes
CSM & Kantar Satellite - If it is
Yes Instar
Media (new 1,000 No HK Region on the monitoring Yes Yes Yes No No Yes
service Jan 2018) list of AMS channel for subscribers Analytics
it will be measured
HONG KONG Nielsen (HKTAM 800 Yes Yes Yes
ends Dec 2017)
No HK Region Yes Yes Laptop/Desktop
Yes No No for Extended Arianna
for subscribers Screen (PC) & OTT
CSM Media Now TV
2,000 homes HK Region; Now TV subscriber base channels only No Yes - & Eye device Yes No Yes Yes Yes InfoSys+
Research
Yes BARC
INDIA BARC India 30,000 (2017) In Progress All India (Urban + Rural) Yes No No Yes Yes Yes
Vosdal
India Media
Workstation
2,273 (Terrestrial) & 300
Terrestrial: 11 cities, Pay-TV: Greater
INDONESIA Nielsen (Pay-TV). In 2018: 2,418 No
Jakarta (all cities in 2018)
Yes No No No No No Yes No Arianna
(Terrestrial) & 640 (Pay-TV)
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 & Njoi Digital ad ratings (DAR)
Nielsen No (Free Sat) No inclusive of Desktop & Mobile No No No Yes No Arianna
in Peninsular Malaysia covering both urban and rural
MALAYSIA Planned integration of Astro
Across all 13 states in Peninsular & East Yes Yes Yes Instar
Kantar Media 4,000 homes No On The Go viewering in Q1 Q1 2018 Yes Yes
Malaysia, covering urban & rural (Astro Pay-TV) 2018 (all channels) (all channels) Analytics
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 Instar
900 Homes No Top 20 Cities Incl. 3 Metros Yes N/A No No Yes No
Pakistan (80 channels) (80 channels) Analytics
PAKISTAN National Diary Panel:
Gallup 2,500 HH National (Urban+Rural) Yes N/A No No Yes No Yes No Reporter
Pakistan 3,500 Individuals
(2,000 Urban HH & 500 Rural HH)*
26 MULTICHANNEL TV 2018 27MEASUREMENT GUIDE TELEVISION AUDIENCE MEASUREMENT 2017-2018 Please contact the research company for a comprehensive report on measurement.
COMMERCIAL COMMERCIAL PAY-TV REACH TIME SHIFT
CABLE/ VOD &/OR BREAK
RESEARCH PEOPLEMETER PANEL SIZE DTT INTERNET, TABLETS & SPOT LOGS
MARKETS 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
Yes
(in its testing
period; for
National Panel: 3,500 official rollout Yes
Nielsen (2,000 Urban homes (NUTAM) No National (Urban+Rural) Yes within Me- in Digital Ad Ratings No Yes Yes Yes No Arianna
& 1,500 Rural homes (RTAM)) gaTAM panel & Total Ad Ratings
homes (part of
NUTAM) by Q4
2017)
Yes
PHILIPPINES (in its testing
period; for
Metro Panel: 2,220 official rollout Yes
(1,190 Mega Manila homes
Nielsen (MEGATAM) and 1,030 homes
No Metro Cities Yes within Me- in Digital Ad Ratings No Yes Yes Yes No Arianna
gaTAM panel & Total Ad Ratings
for 8 other Metros (MCTAM))
homes (part of
NUTAM) by Q4
2017)
National Panel: 2,270 Yes Instar
Kantar Media (1,370 Urban homes (Urban PH) National (Urban + Rural) Yes part of TAM Expected in Q1 2018 Yes Yes Yes
& 900 Rural homes (Rural PH) panel Analytics
1,200 Households
Yes
GfK & 2,000 Individuals No National Yes Yes Yes No No No Yes Evogenius
(up to 28 days)
on pc/mobile devices
SINGAPORE
Nielsen for
Panel: 5,000 homes Yes Arianna/
StarHub - StarHub TV Subscriber base Yes No No Yes Yes Yes Yes
Census: 487,000 homes for VOD eTAM
SmarTAM
Nielsen 4,170 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 Kantar LMRB
~ 2,200 Individuals
National Yes Yes No No No No No No
Xpress
Nielsen 2,000 - National Yes Yes No No Yes Yes Yes No Arianna
TAIWAN
Nielsen - 10,000 MOD subscriber base No No No No Yes Yes Yes No Arianna
2,400 Yes
(Sat 1100, local cab 180, Digital Ad Rating (DAR) Yes
Nielsen No National Yes Yes No Yes Yes Yes Arianna
True 400, Digital 600, and Digital Content Rating (DCR)
THAILAND Analogue 120) (DCR)
Kantar Media Follow Announcements in the Press Possible launch in 2018
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 Sailkot, Pakpattan, Jehlam, Kohat, Mardan, Larkana, Dadu and Quetta Pakistan, Gallup Pakistan: National diary panel include all 3 Metros (Karachi, Lahore, Islamabad/
Subscription TV Australia, TV/RegionalTAM: Queensland, Northern NSW, Southern NSW, Victoria, Tasmania and Regional Western Australia Australia, User Choice* Rawalpindi: 2,100 individuals) , 5 Large Cities (Faisalabad, Hyderabad, Multan, Peshawar, Quetta: 1,100 individuals), 10 Small Cities & Towns (Gujrat,Jacobabad,Kasur,-
Gold Standard accredited software suppliers for OzTAM & Regional TAM Data : TV Map (Broadcast M.A.P), R8ting Library for MediaWise (Day 8 Technology), AdQuest Mardan,Pashin,Rajanpur,Rohri,Sahiwal,Sargodha,Thatta : 1,500 individuals) , Rural 800 individuals
eTAM (Landsberry & James), Pinergy (MediaCom) OzTAM only, Arianna (NielsenTAM), TARDIIS (Starcom MediaVest Group), AdvantEdge (TechEdge) Indonesia, Philippines: PHINTAM (National Urban and Rural), NUTAM (National Urban), Mega TAM (Metro Manila & suburbs), MCTAM (Metro cities). South Korea, Nielsen:
Nielsen: Terrestrial: 11 cities:Jakarta, Surabaya, Medan, Semarang, Bandung, Makassar, Yogyakarta, Palembang, Denpasar, Banjarmasin and Surakarta. Pay-TV: Greater National and over 100 Pay-TV channels are monitored programme names or TVC spot logs.(Seoul, Incheon, Busan, Gwangju, Daejeon, Daegu, Ulsan, Gyungi Province,
Jakarta.^: CMV Indonesia sample include CMV + Fusion with TV data Japan,Video Research Ltd: Peoplemeters in Tokyo & Osaka.Non-continuous measurement,2 Kangwon Province, North Chungcheong Province, South Chungcheong Province, North Gyeongsang Province, South Gyeongsang Province, North Jeolla Province,
week sweeps conducted every two months (12 weeks/year). Subscription TV panel is separate from national terrestrial TV panel of 6,600 homes, 52 weeks reporting South Jeolla Province, Jeju Island) South Korea, TNMS: Return Path Data panel size is 10,000 homes of KT IPTV Vietnam, Kantar Media, People Meter & Diaries, 1
/year Myanmar, Nielsen MMRD: Diary Panel, covering in 6 Key Cities within Metro and Urban (Yangon, Mandalay, Nay Pyi Taw, Taunggyi, Magway, Mawlamyine) National Diary panel, 2 Diaries panel cities: Hai Phong, Nha Trang ,4 People Meter cities: Ha Noi, HoChiMinh City, Da Nang, and Can Tho, 92 TV Channels monitored
Pakistan,Medialogic: 20 cities - Karachi, Lahore, Islamabad,Rawalpinidi, Faisalabad, Multan, Hyderabad, Sukkur, Gujranwala, Bahawalpur,Peshawar, Sheikhupura, Programme and TVC Spot logs. Please contact the research company for more information.
28 MULTICHANNEL TV 2018 29MEASUREMENT GUIDE
SYNDICATED MEDIA SURVEYS 2017-2018 Please contact the research company for a comprehensive report on measurement.
RESEARCH
MARKETS COMPANY SURVEY SAMPLE SIZE PANEL COVERAGE METHODOLOGY DEMOGRAPHIC CAB/SAT MEASURED DTT SOFTWARE REACH & FREQUENCY
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 21,000 Australia Online 14+ Yes Yes Clear Decisions No
Consumer & Media
NEW ZEALAND Nielsen
Insights
11,000 New Zealand Face-to-face/Online 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
Consumer
MYANMAR Nielsen MMRD
& Media View
5,500+ National Face-to-face 10+ Yes No Clear Decisions No
PHILIPPINES National Urban Nielsen Consumer & Media View 10,000 National Urban Face-to-face 10+ Yes Yes 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
Face-to-face/Self
CHINA CTR China CNRS 100,000 60 1-4 tier cities 15-69
completed/Online
Face-to-face/Self
INDIA IMRB India 51,000 National
completed
15-55 ABC
National Demographic
SRI LANKA Kantar LMRB
& Media Survey (NDMS)
12,500 National Face-to-face/CAPI 6+ Yes No QuestPlus No
6 Cities 9,352
Media Habit Survey (Urban) Face-to-face/Self
VIETNAM Kantar Media
(MHS) National 7,200
6 cities & National
completed
15-54 Choices 4 Yes
(exc 6 cities)
CATI/Online/Face-
HONG KONG Ipsos Media Atlas Hong Kong 5,000 National
to-face
12 - 64 Yes Yes User choice Yes
Hong Kong, Singapore, Malaysia,
Taiwan, Thailand, Indonesia,
10 ASIA MARKETS Ipsos Affluent Asia 21,750
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 Japan, Malaysia, Philippines,
9 ASIA MARKETS Ipsos
Influencer Survey)
60,000
Singapore, South Korea, Taiwan,
Online in companies with 50+ Yes No User choice Yes
employees
Thailand
30 MULTICHANNEL TV 2018 31MEASUREMENT GUIDE
DIGITAL AUDIENCE MEASUREMENT
AUDIENCE MULTI-
RESEARCH CORE REPORTING
MARKETS SIZE OF PANEL PLATFORM COVERAGE METHODOLOGY DEMOGRAPHICS SEGMENTATION PLATFORM ONLINE VIDEO REPORTING PLANNING TOOLS
COMPANY METRICS (BEHAVIOUR) REPORTING
AUSTRALIA
CHINA
HONG KONG Unique Visitors, Age, Gender,
Desktop, Mobile People Panel, Enumeration Unique Video Viewers, Video Streams, Campaign Reach/Frequency,
JAPAN comScore
(Smartphone and Tablet, Web and App) Survey, Server Tags, SDK
Minutes, Page Expanded Yes Yes
Viewing Duration, Total Minutes Video Reach/Frequency
SINGAPORE Views, Visits Demographics*
TAIWAN
VIETNAM
2 million-person global
human panel and
extensive comScore
census network
INDIA Campaign Reach/Frequency,
Desktop, Mobile Unique Visitors, Age, Gender, Video Reach/Frequency, Mobile
People Panel, Enumeration Unique Video Viewers, Video Streams,
INDONESIA comScore
(Smartphone and Tablet, Web and App) Survey, Server Tags, SDK
Minutes, Page Expanded Yes Yes
Viewing Duration, Total Minutes and Multi-Platform Reach/
MALAYSIA Views, Visits Demographics*
Frequency
Unique Visitors,
Desktop, Mobile People Panel, Enumeration Yes Unique Video Viewers, Video Streams, Campaign Reach/Frequency,
NEW ZEALAND comScore
(Smartphone and Tablet, Web and App) Survey, Server Tags, SDK
Minutes, Page Age, Gender Yes
(2018) Viewing Duration, Total Minutes Video Reach/Frequency
Views, Visits
7,500 PC; 2,500 smart-
AUSTRALIA Nielsen
phone; 600 tablet
PC + Smartphone + Tablet
7,000 smartphone;
JAPAN Nielsen
29,500 PC
PC + Smartphone
NEW ZEALAND Nielsen 3,000 PC PC Only
PC: 12,000
SOUTH KOREA Nielsen
Mobile: 6,000
PC + Smartphone
* Expanded demographics dependent by market and product
32 MULTICHANNEL TV 2018 33MEASUREMENT GUIDE
DIGITAL AD RATINGS
AUDIENCE MULTI-
MARKETS RESEARCH SIZE OF PANEL PLATFORM COVERAGE METHODOLOGY CORE REPORTING DEMOGRAPHICS SEGMENTATION PLATFORM ONLINE VIDEO REPORTING PLANNING TOOLS
COMPANY METRICS (BEHAVIOUR) REPORTING
Facebook universe (mil- Unique
Panel, Survey, Census
AUSTRALIA lions) with calibration pa- Desktop, Mobile Audience, Measurement of digital
Collection from Tags, All industry standard video and display
Nielsen nel. 50-60% of campaign Impressions, Age and Gender Yes Yes campaign Impressions, Reach,
JAPAN impressions matched to a (Smartphone and Tablet, Web and App) Facebook Attribution, SDK
Frequency, GRP,
advertising
Frequency, GRP and On Target %
Facebook profile or Platform Integration
On Target %
INDONESIA
INDIA Facebook universe Unique
MALAYSIA (millions) with calibration Survey, Census Collection
Audience, Measurement of digital
survey. 50-60% of Desktop, Mobile from Tags, Facebook All industry standard video and display
NEW ZEALAND Nielsen
campaign impressions (Smartphone and Tablet, Web and App) Attribution, SDK or Platform
Impressions, Age and Gender Yes Yes
advertising
campaign Impressions, Reach,
PHILIPPINES matched to a Facebook Frequency, GRP, Frequency, GRP and On Target %
Integration
On Target %
SINGAPORE profile
THAILAND
Unique
Survey, Census Collection Measurement of digital
Tencent + Weibo Desktop, Mobile Audience, Age and
from Tags, Weibo + All industry standard video and display
CHINA Nielsen universe with calibration
(Smartphone and Tablet, Web and App) Tencent Attribution, SDK or
Impressions, Gender, Beha- Yes Yes
advertising
campaign Impressions, Reach,
panel. Frequency, GRP, vioural Frequency, GRP and On Target %
Platform Integration
On Target %
DIGITAL CONTENT RATINGS
AUDIENCE MULTI-
RESEARCH CORE REPORTING
MARKETS SIZE OF PANEL PLATFORM COVERAGE METHODOLOGY DEMOGRAPHICS SEGMENTATION PLATFORM ONLINE VIDEO REPORTING PLANNING TOOLS
COMPANY METRICS (BEHAVIOUR) REPORTING
Reach, Time
Spent, Page
Facebook universe (mil- Views, App
Panel, Survey, Census Measurement of digital video and static
AUSTRALIA lions) with calibration pa- Desktop, Mobile Launches,
Collection from Tags, content Reach, Time Spent, Page Views, Measurement of video and static
Nielsen nel. 50-60% of campaign Platform, Age and Gender Yes Yes
JAPAN impressions matched to a (Smartphone and Tablet, Web and App) Facebook Attribution, SDK
Content
App Launches, Platform, Content Type, content, apps, audio, etc.
Facebook profile or Platform Integration Unique Audience, and Categories
Type, Unique
Audience, and
Categories
Reach, Time
Spent, Page
Facebook universe Views, App
(millions) with calibration Survey, Census Collection Measurement of digital video and static
Launches,
survey. 50-60% of Desktop, Mobile from Tags, Facebook content Reach, Time Spent, Page Views, Measurement of video and static
THAILAND Nielsen
campaign impressions (Smartphone and Tablet, Web and App) Attribution, SDK or Platform
Platform, Age and Gender Yes Yes
App Launches, Platform, Content Type, content, apps, audio, etc.
matched to a Facebook Content
Integration Unique Audience, and Categories
profile Type, Unique
Audience, and
Categories
34 MULTICHANNEL TV 2018 35MEASUREMENT GUIDE
DIGITAL ADVERTISING AND AUDIENCE VALIDATION
CAMPAIGN CAMPAIGN AUDIENCE,
AD FRAUD CAMPAIGN
RESEARCH CAMPAIGN GEOGRAPHIC GROSS RATING POINT
MARKETS PANEL SIZE & INVALID BRAND
COMPANY VIEWABILITY AD DELIVERY (GRP) AND TARGET
TRAFFIC SAFETY RATING POINT (TRP)
DETECTION
Internet
AUSTRALIA comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
CHINA comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
HONG KONG comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
INDIA comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
INDONESIA comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
JAPAN comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
MALAYSIA comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
NEW ZEALAND comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
SINGAPORE comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
TAIWAN comScore
Universe
Yes Yes, Free Yes Yes Yes
Internet
VIETNAM comScore
Universe
Yes Yes, Free Yes Yes Yes
36 MULTICHANNEL TV 2018 37MARKET OVERVIEW 38 MULTICHANNEL TV 2018 39
MARKET OVERVIEW
THE BIGGEST REGIONAL TREND IS
MOBILE, MOBILE, MOBILE
As smartphone penetration increases Over-the-top (OTT) content has rapidly with broadcasters for in-programme BARC India’s digital products will
and data charges tumble, the mobile become a global phenomenon. The advertising and sponsorship. Amazon be powered by Nielsen, which will
has become the alternative screen. fast emergence of OTT is disrupting Prime entered the Australian market in help integrate the TV and Digital
Smartphone, in turn, has driven the the media landscape in Asia Pacific. We 2017 at the same time that there was service. The EKAM suite of products
usage of YouTube across Asia Pacific. have seen operators losing subscribers, an increase in Netflix pricing. Think will enable comprehensive video
Over The Top (OTT) is also still growing e.g., RTL dropped from Singtel TV TV, a new industry body, has been measurement, i.e., all video (ads and
with new players every day. (Singapore) in late 2016; HBO has launched to promote television as an content) played across Television
At the same time, many traditional ceased all six channels with True industry. Viewability and brand safety and Digital platforms. BARC India will
broadcasters are offering ad-supported Visions in Thailand in January 2017. have become major issues with digital be rolling out its first EKAM product
Video-on-Demand Services. More and more networks are shutting advertising. (Pulse) which will measure Video Ad
In spite of all this new competition, Free down TV channels in the region, e.g., Campaigns to enable daily evaluation
To Air, Satellite and Cable delivery is NBCUniversal closed two TV channels NEW ZEALAND and optimization opportunities on more
still the dominant media platform. With - Universal and Syfy in Asia in June/July Traditional ad spend in New Zealand impactful ROI metrics.
all the OTT services coming online, 2017. Pay-TV channels’ viewing share continues to see a decline and digital
platform delivery is becoming blurred. has been greatly challenged by OTT ad spend has grown further. With INDONESIA
Increased government regulation players. search, ad spend including digital is The Indonesian economy has softened
around commercial time, commercial now larger than TV ad spend. Amazon in 2017, despite strong economic
types and ownership has significantly Program genre localization continues Prime has entered the market here fundamentals, impacting in modest low
increased in the early part of 2017. to be a driver in Asian markets. In as well and Netflix currently leads the single-digit growth in ad spend. Some
Taiwan as an example, local drama & SVOD market penetration at 21%. advertisers are moving their budgets
Total content consumption (especially entertainment takes 50% of total market Viewability and brand safety are away from commercial breaks in favor
multi-screen viewing) has continued viewing share and news is at 14%. In ongoing concerns for New Zealand of in-program advertisements. Since
to grow in Asia Pacific. Audiences Thailand, local entertainment/variety advertisers as well. June of this year, Nielsen has launched
have the flexibility to choose their viewing has increased from 4% (2012) standardized syndicated monitoring
preferred content via different devices to 16% (2016). INDIA of in-program advertising which has
at their preferred time. Measuring Total BARC India has taken another shown more than 20% of spots were
Audience in the region is Nielsen’s top AUSTRALIA significant step towards launching its placed inside programs (in various
priority. In Australia, total digital spend much-awaited digital measurement forms).
has overtaken television as live TV service. After announcing that its
Linear TV, time spent per viewing audiences have declined. Catch products will be made available under Increased government regulation
in Asia Pacific, has remained steady up (VOD) measurement has been the umbrella brand EKAM (Sanskrit around programme quality has
during the past three years, with an extended out to 28 days and shows for “One”), BARC India has appointed become an issue with the government
average of 2 hours 40 minutes per that there has been an increase of Nielsen India as its primary digital monitoring the quality of all
day per person, based on Nielsen household preferring to watch on their measurement partner. Nielsen will fuse programming and looking to introduce
2016 TAM measurement for six own schedule and that live viewing has its global experience with India-specific regulation around programme quality.
markets: Indonesia, Malaysia, Thailand, declined. Television ad spend is mostly adaptations to meet unique needs of Digital Terrestrial introduction has again
Philippines, Taiwan and South Korea. flat with brand owners working more the Indian market. been delayed with a new target date
40 MULTICHANNEL TV 2018 41MARKET OVERVIEW
of the end of 2018; the 2019 election Astro Radio, overall Adex performance
result will have an impact on all aspects in 2016 dropped 7% compared to
of Indonesian broadcasting regulations. 2015, with spending of RM 7.06billion
and RM 7.59 billion respectively. Print
THAILAND suffered the most dramatic decline, with
Following Nielsen U.S and Australian a drop of 13% (Newspaper) and 21%
markets, Nielsen Thailand is the first (Magazine), some of which has moved
country in Asia Pacific to launch Digital to Free To Air, with ad-spend growing
Content Ratings (DCR). In Thailand at by +1.7% in 2016. While precise
the end of July, Digital Content Ratings figures are not available, the general
were launched giving some terrestrial perception is that digital continues to
broadcasters a measure of their digital grow strongly.
streaming for the first time. Eventually,
these streaming numbers will be KOREA
unduplicated and added back to the The Korea Communications
main panel to give the market a Total Commission commissioned a
Audience View. Total Content Ratings (nScreen)
measurement report to get a complete
SINGAPORE look at TV viewing in the mobile
While in Singapore offline ad spend environment in Korea. Ad spending
continues to drop, there has been is in decline. Terrestrial television and
double-digit growth in the digital ad Print is continuing to show a downward
space. Two of Singapore’s biggest trend with Cable and Digital having © Sanjay Sharma / Indiapixnet
media owners, SPH and Mediacorp, an upward tendency. Three local IPTV
announced a collaboration to launch providers lead the Subscription Video
a new digital advertising marketplace. on Demand market with 15 million
The joint venture, known as Singapore subscribers, Netflix increased their still the main form of media in Hong (+38% yoy) driven by aggressive
Media Exchange, will consolidate number of subscribers by releasing an Kong, taking the lion’s share of the ad campaigns, including TV. Advertisers
data resources from both companies original movie named “Okja” in cinemas spend amongst compared with digital. consider brand safety first, viewability
to better target audiences. Amazon to help drive brand awareness. Mobile ad spend continues to grow and and ad fraud second, and reach comes
Prime entered Singapore, adding increase over 2.5 times in 1H 2017. as a third priority.
another OTT player to an already busy HONG KONG
landscape. In 2016 in Hong Kong, the overall ad JAPAN TAIWAN
spend dropped 9.1% compared to Japanese Television ad spend has been Traditional media ad spend in Taiwan
MALAYSIA 2015. However, in the first half of 2017, flat, but digital ad spend increased has continued a downward trend this
Now that the exclusivity clause the local ad spend has been increasing, (+13% yoy), especially mobile ads year, especially for print media. Digital
protecting Astro in Malaysia as the sole Q1 17 was just on par with the previous and video ads. SVOD has become media growth is at a double-digit
satellite Pay-TV operator has come to year, but it showed an upward trend in popular (+12% yoy), with Amazon Prime pace, but the growth has not offset the
an end, new players are lining up to Q2 17. TV and mobile ads all recorded growing the most (+73% yoy). Netflix decline of traditional media.
enter the market. Excluding Pay-TV and an increase in ad spend; Television is increased awareness and subscribers
42 MULTICHANNEL TV 2018 43MARKET OVERVIEW
MPA THE ASIA PAY-TV INDUSTRY
ASIA PACIFIC PAY-TV IN VIEW REMAINS REVENUE GENERATIVE AND SCALABLE
PAY-TV SUBSCRIBER GROWTH We highlight six broad themes:
Pay-TV Penetration of TV Homes
Total Pay-TV Subs (000s) (includes subscribers
MARKETS to multiple platforms) (%) 1. 3.
2016 2017 y-o-y growth (%) 2016 2017 THE BUNDLE LOW ARPUS AND FREE TV
Current strategies are anchored to The growth of free satellite TV and
AUSTRALIA 2,952 3,001 2% 33% 33% the growth of broadband. As a result, Digital Terrestrial TV (DTT) is proving
cable and telecom operators are disruptive to Pay-TV prospects in India
CHINA 339,103 365,370 8% 57% 58%
striving to reignite or try and sustain and parts of Southeast Asia. DTH
HONG KONG 2,280 2,217 -3% 83% 81% Pay-TV customer growth through the satellite operators in India and the
packaging of Pay-TV channels and Philippines will continue to experience
INDIA 149,962 154,954 3% 79% 79% on-demand services with high speed robust customer growth but the pace of
INDONESIA 4,271 4,605 8% 10% 11% internet and in certain cases, mobile. net additions will gradually decelerate
Bundling is an important driver of net and pricing power will remain under
JAPAN 11,610 11,590 0% 23% 23% new Pay-TV additions in markets such pressure, limiting ARPU growth.
as Indonesia, Korea and Thailand, Increasingly, operators in these markets
KOREA 32,206 32,773 2% 100% 100%
underpinned by the growth of fiber are investing in local and vernacular
MALAYSIA 3,736 3,694 -1% 52% 50% network deployment. content and scalable technologies to
address the needs of the mass market.
NEW ZEALAND 744 701 -6% 43% 41%
2.
4.
PAKISTAN 12,680 13,112 3% 55% 55%
TECHNOLOGY
PHILIPPINES 3,474 3,839 11% 18% 19% OTT
Pay-TV operators in markets such as
SINGAPORE 907 861 -5% 56% 55% Australia, Hong Kong, Japan, Malaysia, The proliferation of broadband is
New Zealand and Singapore, are helping fuel the growth of legal online
SRI LANKA 1,206 1,329 10% 28% 30%
undertaking technology upgrades video consumption. A number of Pay-TV
TAIWAN 6,808 6,846 1% 84% 84% to sustain a flagging consumer operators in India, Japan, Korea and
proposition. This involves cloud delivery Southeast Asia are undertaking STB
THAILAND 6,755 6,915 2% 30% 31% (through new DVRs) and android integration with various OTT platforms,
VIETNAM 9,916 11,454 15% 49% 56% enabled STBs with strong internet thereby limiting churn for a premium
functionality. This may help combat customer base and driving adoption
TOTAL A-P 588,610 623,261 6% 57% 57% growing levels of piracy across key across new non-Pay-TV customer
markets and limit cord cutting. segments.
Source - Media Partners Asia
44 MULTICHANNEL TV 2018 45MARKET OVERVIEW
5. 6.
CONTENT CONSOLIDATION
Operators are increasingly investing
PAY-TV REVENUE GROWTH (US$ BIL.)
While consolidation is only natural
in local mass and premium content in low-growth, mature sectors, M&A MARKETS 2016 2017 y-o-y growth (%)
segments to differentiate and cater activity remains modest in the Asia
to the needs of important customer Pacific Pay-TV sector. Much of this is AUSTRALIA 2.9 2.8 -2%
verticals. Demand for Asian premium due to regulatory and anti-trust issues,
content, led by Korean entertainment, is which limit the scope for large scale CHINA 18.7 21.0 12%
growing. Premium sports remains a vital M&A. That said, at the distribution
lifeline for many Pay-TV operators as HONG KONG 0.6 0.6 -3%
level, consolidation continues to occur
they look to drive ARPUs and customer in large markets such as Australia, INDIA 9.1 10.0 11%
growth. Hollywood movie channels, China, India, Japan and Korea. Ultimate
kids networks and Asian pay channels INDONESIA 0.4 0.5 5%
consolidation is only a matter of time
are in robust health but demand for and dependent on regulatory approval. JAPAN 6.4 6.5 1%
new pay channels is scarce outside At the channel and content provider
markets such as India and Korea. level, consolidation has begun at KOREA 5.2 5.5 6%
regional and global levels in the market MALAYSIA 1.2 1.2 0%
for Pay-TV channels. This is expected to
increase. NEW ZEALAND 0.6 0.6 -3%
PAKISTAN 0.9 0.7 4%
PHILIPPINES 0.4 0.4 1%
SINGAPORE 0.5 0.4 -6%
SRI LANKA 0.1 0.1 0%
TAIWAN 1.8 1.8 1%
THAILAND 0.7 0.8 7%
VIETNAM 0.7 0.8 19%
REGIONAL ADVERTISING 0.1 0.1 9%
TOTAL A-P 50.0 53.8 8%
Note - Includes subscription fees and local/regional ad sales - Source - Media Partners Asia
46 MULTICHANNEL TV 2018 47ADVERTISING OVERVIEW 48 MULTICHANNEL TV 2018 49
ADVERTISING OVERVIEW
NEW MARKETS
DRIVE GROWTH There has been significant growth in
online aggregators (not owned by
among other countries in the region,
in 2016 and may bring further growth
broadcasters) showcasing the kind of to the online video market, although
Economic growth in many emerging respectively over the next five years entertainment content that is limited they do not carry advertising. Neither
markets is creating a new generation and when combined account for a on TV, and this will have an impact on SVOD service launched in China due
of consumers for advertisers to target. 16.5% share of global TV advertising the development of the advertising to regulatory difficulties, although they
Both global and local advertisers will revenue in 2021. Indonesia is one of the market. Netflix and Amazon Prime would also face strong competition
use TV as a medium to engage and fastest-growing TV advertising markets Video launched in Japan and Korea, from local providers.
attract this important new audience. globally and will expand at a 10.4%
CAGR to reach revenue of US$7.4bn in
Asia Pacific’s performance will be 2021, when it will have risen to become
underpinned by China and Japan, the fourth-largest TV advertising market Multichannel TV advertising revenue from 15.7% in 2016 to 19.9% in
which will grow at 2.2% and 2.8% CAGR in the world. is expected to see solid increases at a 2021. The South East Asian markets
9.2% CAGR to 2021, with its share of are among the fastest-developing
Asia Pacific Share of TV Advertising Revenue (US $ millions) total TV advertising revenue growing Multichannel markets in the world.
2017 Forecasted Revenue
Australia
China
ASIA PACIFIC MULTICHANNEL TV ADVERTISING REVENUE (US $ MILLIONS)
Hong Kong
Source: Global entertainment and media outlook 2017-2021, PwC, Ovum
2016-
India COUNTRIES 2012 2013 2014 2015 2016p 2017 2018 2019 2020 2021 2021
%CAGR
Indonesia
AUSTRALIA 343 392 447 478 519 558 595 623 647 670 5.25
Japan CHINA 556 609 663 601 578 588 602 618 636 657 2.59
Malaysia
HONG KONG 60 71 69 74 77 80 82 84 85 86 2.15
INDIA 1,846 2,089 2,431 2,773 3,136 3,516 3,928 4,378 4,867 5,401 11.49
New Zealand INDONESIA 34 81 123 180 263 368 498 655 840 1,065 32.24
Pakistan
JAPAN 543 616 694 762 833 906 981 1,056 1,132 1,211 7.78
MALAYSIA 42 45 49 56 62 69 76 83 91 99 9.63
Philippines NEW ZEALAND 79 81 81 85 90 95 99 103 107 111 4.22
PAKISTAN 60 66 73 80 86 90 94 98 101 105 4.04
Singapore
PHILIPPINES 101 114 138 157 178 200 223 248 275 306 11.44
South Korea SINGAPORE 36 39 43 48 52 56 59 61 64 66 4.94
Taiwan MULTICHANNEL TV SOUTH KOREA 1,008 1,016 1,061 1,138 1,186 1,234 1,278 1,319 1,360 1,399 3.36
TAIWAN 563 567 596 590 587 590 597 608 619 629 1.39
TERRESTRIAL TV
Thailand THAILAND 115 133 157 178 203 230 261 294 330 370 12.76
Vietnam VIETNAM 32 39 48 58 68 78 89 100 113 127 13.24
ASIA PACIFIC 5,417 5,959 6,673 7,258 7,918 8,658 9,462 10,328 11,267 12,301 9.21
0 2000 4000 6000 8000 10000 12000 14000 16000
Source: Global entertainment and media outlook 2017-2021, PwC, Ovum
50 MULTICHANNEL TV 2018 51ADVERTISING OVERVIEW
The home video market is tied to the 80.2million satellite TV households at the
physical format of DVDs and Blu-rays end of 2016, a figure which is expected
in markets such as Japan far more than to increase at a CAGR of 4.3% to reach
elsewhere in the world, so the decline 99.1million by the end of 2021.
in demand is not as marked as in some IPTV households will rise strongly,
regions. Physical home video will from 41.6million at the end of 2016
nonetheless decline at a -4.8% CAGR to to 64.1million at the end of 2021 (a
US$4.6billion in 2021. This means a total CAGR of 9.0%). However, IPTV’s growth
traditional TV and video market revenue will continue to be inconsistent. In
of US$70.2billion in 2021, up from countries where broadband networks
US$55.1billion in 2016; a CAGR of 5.0%. are upgraded, it is well-placed to
Cable is the region’s overwhelmingly become a significant rival to cable © Sanjay Sharma / Indiapixnet
dominant subscription TV platform, and direct to home (DTH), but it will
bolstered by enormous subscriber bases still face challenges even where the
in China and India. Cable will add more infrastructure is present. A key issue for The Asia Pacific region will see total revenue at 84.8% in 2021. Public
than 26mn households over the next five these emerging competitors is sourcing TV subscription revenues increase licence fee revenue is set to decline
years, with 436mn subscriptions in 2021 – and being able to afford – compelling to US$59.5billion in 2021 from at a -0.9% CAGR to US$6.0billion in
after growth of 1.3% CAGR. content. This, plus insufficient network US$42.8billion in 2016, representing 2021, attributable for 8.6% of traditional
Satellite will also forge ahead in several capacity, will hold IPTV back from greater a 6.8% CAGR. This will account for market revenues at this time.
territories – most notably India and growth. the majority of traditional TV market
Indonesia. The Asia Pacific region had
ASIA PACIFIC TRADITIONAL TV REVENUE (US $ MILLIONS) ASIA PACIFIC TV SUBSCRIPTION REVENUE (US $ MILLIONS)
Source: Global entertainment and media outlook 2017-2021, PwC, Ovum, Informa Telecoms
& Media, European Audio Visual Obervatory Yearbook, CASBAA
Source: Global entertainment and media outlook 2017-2021, PwC, Ovum, CASBAA, Informa
© 2017 S Telecoms & Media
2016- 2016-
COUNTRIES 2012 2013 2014 2015 2016p 2017 2018 2019 2020 2021 2021 COUNTRIES 2012 2013 2014 2015 2016p 2017 2018 2019 2020 2021 2021
%CAGR %CAGR
AUSTRALIA 2,785 2,712 2,705 2,658 2,696 2,705 2,706 2,720 2,740 2,756 0.43 AUSTRALIA 1,930 1,914 1,961 1,942 2,003 2,032 2,056 2,090 2,130 2,166 1.58
CHINA 9,661 11,440 13,707 15,917 17,639 19,491 21,301 22,860 24,198 25,490 7.64 CHINA 9,400 11,191 13,471 15,693 17,426 19,290 21,110 22,680 24,029 25,331 7.77
HONG KONG 655 642 632 605 583 565 550 537 529 524 (2.10) HONG KONG 410 412 415 401 391 384 380 377 378 382 (0.44)
INDIA 5,114 5,561 6,129 7,023 8,159 9,368 10,469 11,680 12,993 14,105 11.57 INDIA 5,082 5,532 6,102 6,999 8,138 9,351 10,455 11,668 12,983 14,098 11.62
INDONESIA 340 390 447 522 592 665 735 809 886 967 10.33 INDONESIA 331 381 439 514 583 657 728 801 878 960 10.47
JAPAN 12,751 12,701 12,858 12,985 13,273 13,051 12,833 12,612 12,383 12,141 (1.77) JAPAN 3,117 3,314 3,600 3,966 4,490 4,499 4,508 4,510 4,498 4,469 (0.10)
MALAYSIA 1,483 1,573 1,639 1,679 1,716 1,748 1,785 1,821 1,854 1,882 1.85 MALAYSIA 1,001 1,108 1,191 1,246 1,299 1,345 1,396 1,445 1,491 1,532 3.35
NEW ZEALAND 694 707 706 711 726 746 770 794 817 835 2.84 NEW ZEALAND 484 509 519 535 560 588 621 652 682 707 4.79
PAKISTAN 554 670 768 862 935 1,006 1,076 1,160 1,252 1,346 7.55 PAKISTAN 418 530 624 715 785 853 921 1,004 1,094 1,187 8.63
PHILIPPINES 354 393 435 472 502 534 574 617 659 697 6.78 PHILIPPINES 303 343 387 425 456 489 530 574 617 656 7.56
SINGAPORE 426 442 480 440 431 424 418 413 408 404 (1.30) SINGAPORE 312 333 376 341 337 334 332 331 329 329 (0.49)
SOUTH KOREA 3,664 3,816 3,961 4,005 4,141 4,204 4,300 4,417 4,521 4,667 2.42 SOUTH KOREA 3,111 3,283 3,420 3,457 3,587 3,647 3,741 3,854 3,955 4,099 2.70
TAIWAN 2,557 2,510 2,440 2,405 2,365 2,313 2,314 2,309 2,307 2,308 (0.48) TAIWAN 1,635 1,614 1,570 1,560 1,545 1,517 1,541 1,558 1,579 1,602 0.74
THAILAND 374 414 476 585 718 848 959 1,058 1,147 1,221 11.20 THAILAND 329 371 435 545 680 812 924 1,024 1,115 1,190 11.85
VIETNAM 315 395 468 540 587 615 661 707 762 819 6.88 VIETNAM 280 361 435 507 555 584 630 678 733 791 7.32
ASIA PACIFIC 41,728 44,365 47,851 51,409 55,064 58,283 61,451 64,514 67,455 70,162 4.97 ASIA PACIFIC 28,142 31,197 34,944 38,846 42,835 46,382 49,871 53,247 56,493 59,498 6.79
52 MULTICHANNEL TV 2018 53ADVERTISING OVERVIEW
GLOBAL AD INTEL PULSE REPORT Q2 2017
ASIA PACIFIC SUMMARY
© Kevin Jennings
MEDIA CHANNEL TRENDS (Q2 2017) ASIA PACIFIC ADVERTISING GROWTH
• Television, Radio, Outdoor and box office titles, faces a moderate • Philippines continued very strong prior. Taiwan (+6.1%), Korea (+0.3%),
Internet advertising have all decline year-on-year (-50%). growth again in 2017, showing a New Zealand (+7.1%) and Australia
enjoyed growth over the same time positive trend of 22.5%. Similarly (+3.2%).
last year, whilst the era of digital • Internet advertising continues to Indonesia continued its growth
disruption has seen traditional press increase, particularly as local players (+5.3%). • Malaysia and Singapore saw the
(Newspapers and Magazines) face find new and more effective ways to largest declines, -22.2% and -19.6%
a continued decline in advertising monetize their content and diversify • This year-to-date, several regional respectively.
revenues. their revenue streams. markets also enjoyed growth despite
challenging conditions in the year
• Cinema which saw strong growth
last year thanks to many blockbuster
ASIA PACIFIC Advertising
Expenditure by Country
% Change YTD
ASIA PACIFIC % Share 0,2% 2,2% Thailand -7.8
of media spend YTD 1,6%
Taiwan 6.1
Singapore -19.6
TELEVISION 2,9%
7,8% South Korea 0.3
Philippines 22.5
MAGAZINES
NEWSPAPER New Zealand 7.1
Malaysia -22.2
8,7%
INTERNET
Indonesia 5.3
OUTDOOR Hong Kong -2.8
CINEMA
China -9.7
Australia 3.2
RADIO
76.5%
Source: Nielsen Global Ad Intel -25 -20 -15 -10 -5 0% 5 10 15 20 25
Source: Nielsen Global Ad Intel
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