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Asia-Pacific boasts over 500 million multichannel homes

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Hong Kong – According to CASBAA’s recently updated Asia-Pacific Multichannel TV Advertising 2015 book, the Asia-Pacific now boasts 500,639,000 multichannel homes across the region. An annual compendium of regional facts and figures and advertising research culled from a variety of sources, the Asia-Pacific Multichannel TV Advertising 2015 is updated every year to provide essential data for the region’s broadcasting industry.

“Our latest report reinforces the fact that the Asia-Pacific is truly the growth engine for the multichannel TV industry today,” said Christopher Slaughter, CEO, CASBAA. “When we look at non-terrestrial TV connections, 61% of homes in Asia now receive multichannel TV and the region is poised to strengthen its leadership as the largest multichannel video market globally in terms of subscribers.”

The pay-TV advertising market also continues to grow in Asia-Pacific with an estimated +9.4% year-on-year increase for 2014

Jonathan Barnard, Head of Forecasting, ZenithOptimedia added, “Television is the dominant advertising medium in Asia-Pacific, attracting 40% of all ad expenditure this year, and ZenithOptimedia forecasts it to grow at an average of 5% a year until at least 2016. Meanwhile online video offers high-quality content that viewers can watch whenever they want and – using smartphones and tablets – wherever they want. Video advertising as a whole will remain the best way to build brand awareness and engagement for many years to come.”

Additionally, data sourced from The Ericsson Consumer Insight Report 2014 illustrates the increasing importance of over-the-top services and digital delivery, with on demand content making up an increasing part of consumers viewing habits, especially streaming, and a greater acceptance of paying for non-linear TV content.

Their findings also showed a 25% increase in consumer willingness to pay for anywhere access compared to 2012 and a general upward trend in the use of tablets and smartphones to view video content both in the home and elsewhere.

The Asia-Pacific Multichannel TV Advertising 2015 book provides both a global overview and Asia Pacific focused look at multichannel TV data along a measurement guide and research on advertising revenue.