DTT in Latin America 2011-2016
Free-To-Air Market analyzed from different perspectives: Households with TV set, Households with FTA TV, Main FTA Players and Income from Advertising. Evolution of Households with DTT and offers forecasts until 2016. Conclusions, carries out a comparative analysis of the 7 markets over DTT evolution. Figures: 38; Page: 68
Dataxis considers that Latin America will record a total of 13 million Households with Digital Terrestrial TV (DTT) by 2011 end; that is, about the 10% of Households with TV set in the region. Since 2010, DTT adoption has been accelerated in Latin America and such trend is expected to continue along time and to reach a total of 46 million Households by 2016 end; that is, about a 33% of total Households with TV set in the region. Therefore, in the medium term, DTT would account for the main TV reception option in Latin America.
Brazil will be the country recording the greatest Household-with-DTT rates in Latin America; about the 60% over the whole period. Mexico will be the second main market with the 30.8% in 2011 and a 19.8% in 2016. It is important to bear in mind that both countries concentrate most TV sets in the region, thus its relative weight. When analyzing DTT evolution over Households with Free-To-Air Reception, by 2016, DTT will account for the most popular TV reception option in a good number of the analyzed countries: Argentina, Brazil Chile and Mexico.
The Latin American FTA TV market’s main income source is raised from advertising. Although in all analyzed countries FTA TV absorbs most of the advertising investment, percentages vary in each country according to the competition between FTA broadcasting stations and the weight f other communication media. In 2010, FTA TV income from advertising of the 7 analyzed countries amounted to a total of USD 15,147.85 billion. Brazil was, by far, the country recording the greatest incomes – both due to FTA TV weight and the Real greatest relative value – and provided the 62.1% of the total.