IPTV Gaining Market Share as DTV Tops 10 Million Canadian Subs

IPTV Gaining Market Share as DTV Tops 10 Million Canadian Subs
The number of Canadian households subscribing to a digital television service (digital cable, satellite TV, or IPTV) topped 10 million for the first time at the end of 2011, according to the latest research from Ottawa-based research and consulting firm Boon Dog Professional Services Inc.
DTV households increased by 10% or more than 890,000 in 2011 to surpass 10 million, compared to 10% growth or more than 850,000 a year earlier.

“Our research shows that 85% of Canadian TV subscription households had a digital service as opposed to analog service at the end of 2011, up from 79% a year earlier,” Mario Mota, Boon Dog Co-founder and Partner, and principal author of the Canadian Digital TV Market Monitor research series, described in a release. “The percentage of TV subscription households receiving traditional analog cable reached an all-time low of 15% as many cable companies push to migrate their remaining analog customers to their digital offerings.”
A recent cable industry association report indicates an alternate trend, to consuming content online, with an increased appetite for Over the Top (OTT) broadband TV services.
Research from CTAM, the Cable Telecommunications Association for Marketing (Canada), presents industry analysis that shows Internet users will up- and download 1.2 million petabytes of data per year by 2015, around seven times more than in 2010 – the vast majority of it being video and media content.
Boon Dog’s research shows that the overall traditional TV subscription market in Canada (analog and digital combined) continues to grow despite an increasing number of Internet-based alternatives available to consumers, such as Netflix. Approximately 11.8 million households subscribed to a traditional TV service (cable, satellite, or IPTV) at the end of 2011, up from about 11.5 million in 2010.
“The shut down of analog over-the-air TV transmission, population growth, and the emergence of strong IPTV competitors all contributed to the increase in traditional TV subscriptions in 2011,” Mota added.
A selection of key findings from Boon Dog’s latest research includes the following:
• At December 31, 2011, cable had a 63% share of digital TV households, followed by satellite at 29%, and IPTV at 9% (see chart), compared to 62% (cable), 31% (satellite), and 6% (IPTV) a year earlier;
• IPTV’s share of the digital TV market is forecast to nearly double to about 17% by the end of 2014 at the expense of both satellite and cable;
• An estimated 52% of all digital TV households (or more than 5.1 million) were HDTV-ready at the end of 2011, meaning they have an HDTV set-top box that allows them to watch true HDTV programming; and
• At December 31, 2011, an estimated 69% of all digital TV households (or more than 6.8 million) had access to video-on-demand (VOD) through their cable or IPTV service provider.
Mota has a long career in the Canadian broadcast and media industry; he was formerly Vice-President, Broadcasting Policy & Regulatory Affairs at Canadian Media Production Association (CMPA).
He has also served as Senior Director, Broadcast Relations and Research at Canadian Film and Television Production Association (CFTPA), and as Vice-President, Broadcast & Media Research at Decima Research Inc.
Boon Dog offers professional media services including communications/broadcasting regulatory consulting and analytics, strategic business and market intelligence, marketing communications and public relations, writing and editing, project management, graphic design, and basic website design.
Published on a quarterly basis, Boon Dog’s Canadian Digital TV Market Monitor tracks the growth and development of the digital TV services market, providing information such as subscriber data and forecasts, digital TV market share by technology (i.e., cable, satellite, and IPTV), estimates of households with HDTV set-top boxes, PVRs/DVRs, and those that are VOD-ready. Formerly known as THE DIGITAL DOMAIN, the research series is now in its 11th year of publication.
For more Mediacaster Magazine coverage related to this topic, please see
Canada a Test Bed for Online Media Consumption and Data Usage

Cable Operators Must Go Over The Top, Out of the Home

Broadband TV and OTT Services Continue Growth in Canada, Says Industry Group

Media Mayor Inc.
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