About 338 million digital homes were added around the world between 2006 and 2010, according to a new report from Digital TV Research. The Digital TV World Databook estimated that this took the digital TV household total for the 73 countries covered to 576 million. Digital penetration climbed from 18.9% at end-2006 to 42.5% by end-2010.

Report author Simon Murray said: “There were still 780 million analog TV households (both terrestrial and cable, with a few analog DTH ones) by end-2010. However, this was down from 1,023 million at end-2006.”

Split by platform, there were still 486 million analog terrestrial homes, 290 million analog cable ones and 3 million analog DTH at end-2010. However, digital cable was in 203 million homes, followed by 139 million pay digital DTH and 97 million free-to-air digital DTH. Pay IPTV brought in another 35 million households. Meanwhile, FTA (free-to-air) DTT homes reached 94 million, with pay DTT generating a further 9 million.

Murray said: “Of the digital homes added between 2006 and 2010, 70 million came from primary DTT [homes taking DTT but not subscribing to cable, DTH or IPTV]. Digital cable contributed a further 145 million, pay DTH 59 million, with pay IPTV providing an additional 31 million.”

“The universe is not static as 95 million TV households were added between 2006 and 2010 to bring the total to 1,355 million. Of the additions, 64 million came from the Asia Pacific region.”

Analog terrestrial was still the most po....r platform at end-2010, accounting for 35.9% of the world’s TV households, with analog cable second at 21.4%. Digital cable was the most po....r digital platform, securing 14.9% of TV households. Pay digital DTH was next at 10.3%, followed by FTA (free-to-air) digital DTH with 7.2%. About 6.9% of homes were primary FTA DTT, with 0.6% pay DTT. Pay IPTV penetration reached 2.6% at end-2010, up from only 0.3% at end-2006.

Of the 338 million digital TV households added between 2006 and 2010, 169 million were in the Asia Pacific region, bringing its total to 218 million. China became the largest digital TV household nation in 2010. Only Finland was completely digital by end-2010.

Top 10 digital countries at end-2010
Households (000) Penetration (%)
——————- —————–
China 109,500 Finland 100
USA 99,786 Spain 99
India 37,100 Bahrain 98
Japan 33,642 Croatia 95
France 25,044 Kuwait 95
UK 24,675 UK 94
Germany 22,525 France 94
Italy 19,305 Tunisia 94
Spain 16,558 Puerto Rico 92
Brazil 13,375 Saudi Arabia 91

Source: Digital TV Research Ltd

Pay TV penetration (analog and digital combined) reached half of the world’s TV households by end-2010, up from 40% at end-2006. Penetration at end-2010 varied from 90% in North America to 14% in the Middle East and Africa. Pay TV penetration was highest in the Netherlands, at 99% by end-2010. However, China had the most pay TV subs, at 195 million by end-2010. The USA and India also had more than 100 million pay TV subs.

Top 10 pay TV countries at end-2010
Households (000) Penetration (%)
——————- —————–
China 194,500 Netherlands 99
USA 103,118 Belgium 96
India 100,100 Norway 93
Japan 24,642 Sweden 92
Germany 20,825 USA 90
Russia 19,660 South Korea 90
South Korea 15,045 Latvia 88
France 14,732 Denmark 88
UK 14,325 Canada 88
Canada 11,707 Switzerland 84

Source: Digital TV Research Ltd

Pay TV revenues reached US$155 billion in 2010, up from US$124 billion in 2006. Cable (analog and digital combined) generated the highest revenues by platform, with US$76 billion in 2010. However, cable revenues are flattening and DTH will overtake it in 2011. IPTV revenues reached US$6 billion in 2010, up from less than US$1 billion in 2006. North America is the largest provider of pay TV revenues, but its total dropped in 2010 as competition and bundling had an impact.

Top 10 countries by pay TV revenues at end-2010 (US$ million)
USA 63,760
UK 9,222
Japan 7,456
Canada 6,828
China 6,293
France 5,419
Germany 4,957
Italy 4,461
India 4,071
Brazil 2,936

Source: Digital TV Research Ltd