Ranked: 30 Countries with Digital TV Household Penetration Rates over 100% in 2017


Household Penetration Rate of Digital TVs 2017

Russia 198.0
Israel 196.2
USA 182.9
Germany 169.3
United Kingdom 150.2
Denmark 150.0
France 150.0
Australia 146.2
Italy 144.2
United Arab Emirates 144.0
Hong Kong, China 142.0
Norway 140.2
Austria 137.4
Malaysia 133.2
Netherlands 131.0
Japan 130.0
Canada 123.2
Portugal 122.5
Taiwan 121.0
Greece 118.0
Thailand 114.0
Singapore 113.4
South Korea 111.3
Sweden 111.0
Czech Republic 109.7
Vietnam 108.2
Brazil 108.0
Saudi Arabia 107.0
Turkey 107.0
Mexico 102.8
Poland 101.0

Cord-cutting is not the same as not watching TV

The web has provided a major disruption to the TV environment in developed economies, with younger generations spending more time than ever viewing their computers and mobile devices. Cable and satellite TV players are struggling to compete with services offered by over-the-top (OTT) providers such as Netflix and Hulu. Nonetheless, the shift towards OTT services is not affecting sales of TVs dramatically as consumers seek alternatives for their TV viewing experience. Consumers are breaking free from cable/satellite TVs (cord-cutting) and seeking alternatives such as OTT for their media consumption on their TVs. While there is no denying the digital consumers are watching much more content on their portable devices, the same consumers are embracing multiscreen viewing switching between TV (home), laptops/ tablets (quick viewing) and smartphones (on the go).

Constant fight to stay relevant

Despite the move towards online content, attachment to the TV remains strong. Free-to-air programmes are still major contributors in advertising revenues. News, reality-based shows and serials continue to attract viewers in both developed and emerging markets. TV programmes remain one of the cheapest forms of entertainment for a family. In emerging markets where incomes are still low and transportation inconvenient, watching TV shows might be the only entertainment available. TV manufacturers are not giving up without a fight and are working to ensure that TVs are evolving together with consumers’ changing lifestyles. The drive towards ultra HD displays and smart TVs is testament to fact that manufacturers are committed and believe in the future of TVs.