Pay TV Market

Market Overview

The global pay TV market size was valued at USD 183 billion in 2021. It is expected to reach USD 210 billion by 2030, growing at a CAGR of 1.53% during the forecast period (2022-2030). Pay TV is a television service that requires a subscription from a cable, satellite, or phone company. It is a company that offers both home and business television content. Pay TV is sometimes known as premium television or subscription television. Pay TV offers a variety of programming, including movies, sporting events, news channels, and others. In recent years, pay TV technology has advanced substantially. Pay TV, often known as subscription television, is a method for transmitting television shows in an encrypted format to those who have paid for them. Local and exclusive content is available on pay TV. Pay TV equipment providers are showcasing use cases that boost workplace effectiveness, productivity, and compliance, which is anticipated to be profitable when the technology matures.

Prospects for the pay TV market are anticipated to arise soon due to technological advancements and emerging trends. Pay TV consumption is expected to increase and improve with video on demand, tailored programming, and HD viewing. The two main drivers boosting the growth of the global pay TV business are the rise in demand for Internet Protocol television and the decline in subscription costs. However, it is anticipated that the industry for pay TV will face significant threats from new OTT platforms and content security. Furthermore, the global pay TV market is expected to benefit significantly from expanding omnichannel accessibility and the rising number of new channels.

Market Dynamics

Global Pay TV Market Drivers

The Rise in Subscribers and Lower Subscription Cost

The demand for the pay TV market is rising due to emerging trends and technological developments like IPTV. People are now choosing high-quality gadgets due to the increased technical improvement in TV, such as data analytics, to gather insights on public choice, which drives the pay-TV industry. The demand for pay TV is rising due to the continuous transition to digital television, the introduction of High-Definition picture format, internet usage, and increasing subscription rates. For instance, NDS, a prominent supplier of digital pay TV solutions and a provider of conditional access solutions, just announced the acquisition of Israel's Jungo, which will undoubtedly boost the number of subscribers.

Additional factors anticipated to improve the market for pay TV include the availability of value-added services, 5G internet access at reasonable prices, and pay-TV broadcasting, depending on subscriber numbers and customer preferences. In addition, the cost of broadcasting on pay TV is reduced significantly due to these factors. To reduce consumer television subscription costs, the Telecom Regulatory Authority (TRAI) established a price cap on the rate for both individual channels and a bouquet of channels in 2019. Additionally, the sector is being helped by the increasing use of streaming services on the internet.

Global Pay TV Market Restraints

Content Security

Due to the likelihood of content piracy, the critical factor halting the expansion and usage of pay TV is the content security worry. One of the most significant barriers to the growth of the pay-TV market is the unsecure nature of the content aired on pay TV. Possibly, copyrighted material will be illegally duplicated and sold on the "grey" market for much less money.

Global Pay TV Market Opportunities

Growing OTT Platforms

The expanding data connectivity and fast internet are two of the most significant factors. A new potential has emerged for the pay-TV sector due to increasing internet usage worldwide. The IPTV sector has seen a surge in income because of OTT services like Amazon Prime and Netflix. OTT platforms are now very well-liked for their wireless network and content, which helps the pay-TV market thrive. The expansion of the pay-TV market has been significantly impacted by the desire for personalized content, which greatly increased the adoption rates of OTT platforms. Many OTT services are directly competing with traditional TV, like cable TV, by offering more content at lower prices.

Regional Analysis

The region-wise segmentation of the global pay TV market includes North America, Europe, Asia Pacific, and LAMEA.

North America and the Asia Pacific will lead the regional pay TV market

North America is forecasted to command the regional market while expanding at a CAGR of 1.53%. The region is increasing steadily due to the rise of OTT platforms. North America now has a strong position in the global pay-TV industry due to the availability of cutting-edge technology and significant firms working in the sector. Because people in the United States are the world's most rapid adopters of new technology, the market for consumer electronics can expand. Pay television is a part of the thriving media and entertainment sector in the United States. Television has traditionally been the most popular source of at-home entertainment. The countries in this area continue to have some of the highest pay TV penetration rates found anywhere in the globe.

Even though the regional market has a more significant revenue share, it drops due to the fast adoption of internet-enabled mediums and the arrival of OTT platforms. The dramatic rise in people canceling their cable television subscriptions puts pressure on service providers to adapt their business models to focus more on the online delivery of content to attract a more significant share of the market's potential consumers. The incorporation of cutting-edge technologies such as artificial intelligence (AI) and machine learning (ML) to thoroughly examine the viewing patterns of users and provide individualized recommendations is another factor that is encouraging viewers to shift their attention to over-the-top (OTT) platforms. In addition, service providers have seen their profit margins decrease while delivering bundled packages over the years. As a result, they have stopped employing these business techniques, which has harmed the industry's overall growth.

The Asia Pacific will hold a revenue share of USD 54 billion, growing at a CAGR of 2.83%. Increased internet users and the demand for online programming on pay television have contributed to expanding government investments and initiatives in developing economies. Several of the markets in the Asia Pacific are pretty quick to absorb new technology, particularly in the television and smartphone industries. It is anticipated that this region will emerge as the regional market with the highest pace of growth due to relatively reduced internet costs and daily content upgrades, both of which assure easier access to customers. The market for pay television in China is the largest in all of Asia. IPTV is picking up steam, cable has maintained its dominant position in the country's pay-TV market, and high-definition television services are thought to be making headway. These are the primary contributors to the expansion of pay TV in this world. For instance, China Mobile provided its pay TV service to its premium users in 2017 for free for the first two years of a new contract. This promotion lasted till the end of the year.

The primary element driving the expansion of pay TV in Japan is internet service availability at speeds of more than 40Mbps at affordable prices from cable operators. The availability of internet-ready TV from many manufacturers is raising the demand for pay TV. The primary factor driving Japan's Pay TV business is the explosive proliferation of smartphones and tablets. Additionally, the expansion of pay TV in rural homes in nations like China, India, and Indonesia has boosted the sector. In addition, new initiatives by federal organizations, like the Telecom Regulatory Authority of India (TRAI) in India, allow users to tailor their choices and pay for channels following their needs, which is further enabling the widespread adoption of pay TV services in the nation and thereby promoting regional growth.

Segmental Analysis

The global pay TV market is classified across type, application, and region.

Per the type, the fragments are cable TV, satellite TV, and IPTV.

The cable TV section is predicted to have the highest shareholding, growing at a CAGR of 0.1%. Coaxial or fiber optic cables are used to distribute television signals. Expanding the cable TV industry can be ascribed to existing lines' ease in distributing 8K and UHD visual quality. The adoption rate of traditional cable TV has been gradually declining due to the general trend among people to switch from it to media delivery alternatives. The need for cable TV is rising due to the rising demand for TV sets, particularly in rural areas. DTH subscriptions are quickly expanding. India has a growing tendency toward personalized experiences, numerous functionalities, and premium cable and DTH offerings.

The satellite TV section will hold the second-largest share. Satellite TV is a form of broadcast television that uses a network of radio signals, communications satellites, broadcast facilities, and outdoor antennas to wirelessly deliver television programming to a viewer's TV set. It does away with middlemen by connecting the broadcaster and the user directly. Compared to standard cable TV, satellite TV offers advantages such as high-quality pictures and stereophonic sound effects and the ability for viewers to independently access and adjust their TV configurations. Cable is not necessary for the transfer of satellite TV. With satellite TV, one can browse a wide variety of channels and make a selection. As a result of recent technical developments, the market is seeing an increase in demand for interactive TV services, including movie-on-demand, video conferencing, and email.

Per the application, the categories include residential and commercial.

The residential section will be the largest revenue holder growing at a CAGR of 1.8%. Subscription television is pay television. Every home and living area has a television, and Pay TV is becoming more and more popular in residential areas, where individuals pay to watch specific shows or channels of their choosing. One can view both local and premium content on pay TV. Since it offers safe content at a low cost and a better watching experience, ongoing technical improvement is expected to fuel the segment's expansion during the forecast period. Apple said that Apple TV is compatible with cable or pay-TV services. Due to its Pay-per-view offerings, it is highly sought in the home market.

The commercial section will hold the second-largest share. The pay-TV market's commercial use includes pay TV in local businesses, shopping centers, and TV and home theater stores. Pay TV is television that can only be viewed if a subscription is in place. As omnichannel is the newest pay TV trend, one may get business-related information via pay TV. HD content, tailored content, and video on demand are new developments that can improve the viewing experience. Manufacturers and suppliers are developing fresh approaches to boost the demand for pay TV, such as content and service packages. Service providers have begun providing consumers with social networking applications.

Recent Developments

• In 2022, Amazon and DIRECTV agreed to a multi-year partnership to offer Prime Video's exclusive Thursday Night Football roster to NFL fans at over 300,000 sports bars, restaurants, hotel lounges, casinos and sports books, retail stores and services, and many more locations around the country.