This market research report from Technavio segments the DTT market in the US by revenue type (advertising and subscription) and includes an analysis of the key drivers, challenges, and trends that influence market growth. Key vendors analyzed in this market study are CBS, Fox, NBCUniversal, Time Warner Cable, and Viacom.
Technavio’s market research analysts estimate the DTT Market in the US to grow at a CAGR of more than 6% between 2015 and 2019. Factors that can be attributed to this market’s growth are the increased demand for VoD services, high-quality video, and the digitization of TV networks Subscription is the major source of revenue for this market.
The new market research report from Technavio provides a breakdown and analysis of the digital terrestrial transmission segments by technology.
“One of the interesting trends upcoming in this market is the increased use of interactive TV. It enables the audience to alter the course of the programs they watch, like real-time voting on screen. Various market vendors are using interactive TV advertisements which allows users to order the advertiser’s product using the TV remote. The DTT operators are including interactive programs that facilitates users to surf channels and brief descriptions about the show without closing the current program that is being watched,” says Navin Rajendra, Lead Analyst, Media & Entertainment, Technavio Research.
Growing inclination towards pick-and-pay services is gaining prominence in the market, where customers select and pay for only those channels they are interested in watching. Several vendors in this market are adopting this the pick-and-pay strategy instead of the traditional bundled services to stabilize the high subscriber churn rate caused by OTT services.
Subscription is the major source of revenue in the US’ DTT market, accounting for 66% of the total market share. Much of this segment’s growth is expected to come from the availability of add-on services and HD content that facilitate higher revenue generation.
DTT market in US by revenue type
Source: Technavio Research
The leading vendors in the DTT market in the US includes CBS, Fox, NBCUniversal, Time Warner Cable, and Viacom. This market is characterized by the presence of numerous small and large vendors who face significant market risks in the form of intense competition, rapid advances in technology, and frequent changes in consumer preferences. Vendors compete with each other on the basis of performance, innovation, product features, quality, low cost, selling price, distribution, and financial stability.
A more detailed analysis is available in the Technavio report DTT Market in the US – Industry Analysis 2015-2019.
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