HbbTV Country Review Rest of the World. Heinrich E. Haase Project Coordinator, HbbTV HbbTV Symposium 2017 Rome, 17 th & 18 th October 2017
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1 HbbTV Country Review Rest of the World Heinrich E. Haase Project Coordinator, HbbTV HbbTV Symposium 2017 Rome, 17 th & 18 th October 2017
2 HbbTV Country Review 32 >300 >43 Mln >120Mln Countries Apps Devices Homes Reach Note: Best estimates based on country information included in this presentation HbbTV Association Copyright HbbTV 2
3 Sales Mio Units Units % Sales Mio Units HbbTV Country Review Smart TV / HbbTV Global Sales (w.o. North America) Smart-TV Sales Mio Units (MAT: Aug - Jul) 76 countries Share of HbbTV at Smart-TV % 88% 81% 81% 79% 76% 76% 77% 79% 73% 66% 86% 54% 59% 77% 57% 46% 45% % 90 Hbb-TV Sales Mio Units (MAT: Aug - Jul) 18 countries DE FR ES CH AT CZ HU PL NL DK FI EE TR SA AU NZ MY Source: GfK POS Measurement VN HbbTV Association Copyright HbbTV 3
4 HbbTV Deployments in Europe 2016 in regular operation announced / trials under consideration HbbTV Association Copyright HbbTV 4
5 HbbTV Deployments in Europe 2017 in regular operation announced / trials under consideration HbbTV Association Copyright HbbTV 5
6 Germany 38 Mln TV-Households CABLE 43% IPTV 7% PayTV STBs 6% SAT 44% HbbTV Market Reach 74% (GfK) Smart-TV Equipment 2016 Sales Smart-TV Equipment Sales TV-Displays, Set-Top-Boxes, DVD-/Blu-ray-Player All Smart-TV devices without HbbTV Source: GfK Retail&Technology 02/2017 HD/UHD status*: 59% HD viewers 6 chs UHD via Astra target 2017: 5.5 Mln UHD TV sets Pay-TV growing by 5% per annum 60% of the Smart-TV HH are using catchup-services often or very often (followed by VOD: 56% and Youtube: 54%)* Red Button gaining relevance: 45% of all connected users are aware of Red Button offerings*** *Source: Eutelsat, **Source: gfu study 2016, ***SevenOneMedia, View Time Report HbbTV Association Copyright HbbTV 6
7 Germany HD+ * *0,85 Mln customers are in the free HD+ test phase** **Source: SES, Feb 2017 HbbTV Association Copyright HbbTV 7
8 Germany freenet TV Update Aug 2017: Paying Users: HbbTV Association Copyright HbbTV 8
9 France TV reception modes Main TV Set IPTV (ADSL & Fiber) Satellite (free & pay) Fiber Cable HbbTV Association Copyright HbbTV 9
10 France 28 Mln TV Households IPTV 46% Cable 8% PayTV STBs 26% Sat 20% HbbTV Market Reach (Fransat & ) 36% Smart-TV share % Share HbbTV devices on Smart-TV % Smart-TV sales went down in 2016 because of moving to DVB-T2 (thus small TV sets were bought all none Smart- TVs) Smart-TV sales in general is lower than in other European countries as there is large installed base of STBs CSA (French TV Regulator) is carrying out a public consultation on the future of in France (DVB-T2, HEVC, UHD, HbbTV ) HbbTV Association Copyright HbbTV 10
11 France HbbTV Association Copyright HbbTV 11
12 United Kingdom 27 Mln TV Households IPTV 12% Cable 14% PayTV STBs Sat 46% 28% HbbTV Market Reach Around 50% used in 73% Households Freeview Play launched in 2015 based on HbbTV 2, sales surpassed 1 million devices in March 2017 Catch-up VOD services transitioning from HTML to HbbTV 2 for better interoperability (BBC iplayer, ITV Hub, All 4, My 5, UKTV Play) UK transitioning broadcast interactive service to HbbTV from MHEG from January 2018, interoperability test suite developed by DTG to support transition Freesat has deployed HbbTV like OpApps services HbbTV Association Copyright HbbTV 12
13 Italy 24.5 Mln TV Households Sat 30% IPTV 4% PayTV STBs 66% Source: IT Media Consulting,, Dec 2016 Smart-TV share % Source: GFK Panel Market, Dec 2016 Total Smart TV deployed 6.6 Mln Total Connectable MHP devices 4.8 Mln Source: GFK Panel Market & Mediaset Lab elaboration Total tivùon! devices 2.9 Mln Potential Market Reach For HbbTV: Over 80% Source: GFK Panel Market, Dec 2016 Source: GFK Panel Market & Mediaset Lab elaboration tivùon! certified devices with MHP & DASH/ Marlin DRM HbbTV Association Copyright HbbTV 13
14 Italy Many catch-up services deployed with MHP Pay VOD services as well Italy has more expertise in that field than most HbbTV deployed countries tivùon!, an MHP Standard OpApp service was deployed since June 2016 alongside the overall RAI and Mediaset channels lineup Italy has endorsed HbbTV with the goal to deploy it in 2017 Italian broadcasters already successfully tested HbbTV signalization coexistence with MHP to verify that it does not interfere with MHP legacy A few HbbTV services from major broadcasters will be available by the end of 2017 HbbTV Association Copyright HbbTV 14
15 Spain 18 Mln TV Households IPTV Sat 7% 3% Cable 11% PayTV STBs 79% Audience share Kantar media 2016 report HbbTV Market Reach About 5.6 Mln TV Sets Smart-TV share % Share HbbTV devices on Smart-TV % Spanish Interactive Forum recommeded HbbTV Certification Regime: Cellnex ( network operator) is the TDT Hibrida Certification Entry More than 16 chs are using HbbTV HbbTV Association Copyright HbbTV 15
16 Poland 13 Mln TV Households Cable 34% IPTV 5% 11% Pay-TV STB Sat 50% HbbTV Market Reach Around 20% (GfK) HbbTV continues to be under pressure with Polish Public Broadcasters due to the political situation Status quo for HbbTV Broadcasters No new developments from TVP, focus is on interactive advertising only Commercial broadcasters like TVN and Polsat are using HbbTV for internal counting of unique devices However HbbTV is available on TVP, ZPR, Zoom TV, Stopokatka TV, TVS, Test TV Portal from Emital Mux with 8 operators About 2M connected HbbTV TVs HbbTV Association Copyright HbbTV 16
17 The Netherlands 17 Mln TV Households Cable 57% 5% Sat 5% Pay-TV STB IPTV 33% Cable Operators are carrying HbbTV services Over 90% of households are watching TV through proprietary STBs Estimation of around 10 Mln HbbTV deployed HbbTV Market Reach 70% HbbTV Association Copyright HbbTV 17
18 Switzerland 3.3 Mln TV Households 3,00 2,50 2,00 1,00 1,50 1,00 1,40 0,50 1,57 0,36 0,00 0,03 Smart-TV STB Mln TV HH Connected reach increased massively due to activation of HbbTV for Swisscom TV (IPTV) customers in September 2017 Most network operators transmit the service (all large network operators but one) HbbTV Market Reach around 80% HbbTV Association Copyright HbbTV 18
19 Austria 3.8 Mln TV Households Cable 32% IPTV 8% 7% Pay-TV STB Sat 54% ORF relaunched and rebranded its HbbTV services ( ORF Smart ) in February 2017 ORF Smart: TVthek (access to 7-Day-Catch-Up-TV plus large TV Archive), extensive News, Weather & Sport information including video. ORF RestartTV (start-over service) is available on devices supporting HbbTV 1.5 PULS 4, ProSieben Austria, SAT.1 Österreich and kabel eins austria are providing EPG, catch-up, games and more using HbbTV 1.5 HbbTV Market Reach 80% HbbTV Association Copyright HbbTV 19
20 Hungary 4.1 Mln TV-Households Cable 48% 13% Pay-TV STB IPTV 16% Sat 23% HbbTV Market Reach 18,5% Antenna Hungaria Smart-TV share % Share HbbTV devices on Smart-TV % Fox made HD services available via HbbTV in May 2017 Cable and IPTV shares grew in 2016/17 Main operators: UPC, Telekom, Digi and Invitel HbbTV Association Copyright HbbTV 20
21 Czech Republic 4.5 Mln TV Households IPTV 7% Cable 14% Sat 34% Pay TV STBs 45% HbbTV Market Reach 30 % FTV Prima and České Radiokomunikace, HbbTV Research, July 2017: unique viewers (2,06 viewer/per screen) HbbTV versions: 77% 1.5; 19% 1.0, 3% % of sold TVs include HbbTV standard (DVB-T2 in 2020) KEY FACTS: All TV Groups support HbbTV services 75% of viewers are aware of Red Button 300% year- to-year raise of commercial campaigns Premium channel, average CPT = 17EUR Automatic/programatic buying available since January 2016 HbbTV Association Copyright HbbTV 21
22 Nordic Region 2.3 Mln TV HH 4.2 Mln TV HH Cable 64% 13% Sat 5% IPTV 18% Cable 51% 16% IPTV 21% Sat 12% NorDig Unified IRD spec for Scandinavia & Ireland HbbTV 1.5 HbbTV > Mln TV HH 2.4 Mln TV HH 1.6 Mln TV HH Cable 30% IPTV 26% 12% Sat 32% Sat 53% Cable 2% IPTV 22% 45% Cable 20% IPTV 4% 14% Sat 62% Source: Finnpanel HbbTV Association Copyright HbbTV 22
23 Nordic Region Popular HbbTV services in the Nordic Region Voting App well adopted in Finland HbbTV Association Copyright HbbTV 23
24 Nordic Region HbbTV 2.0 0,1% HbbTV 1.0 9,3% Finnish stats Connected terminals ~ Daily unique terminals > More than 90% HbbTV 1.5 HbbTV ,6% HbbTV Association Copyright HbbTV 24
25 HbbTV Deployments Worldwide 2016 in regular operation announced / trials under consideration HbbTV Association Copyright HbbTV 25
26 HbbTV Deployments Worldwide 2017 in regular operation announced / trials under consideration HbbTV Association Copyright HbbTV 26
27 Turkey 22 Mln TV Households IPTV 3% Cable 5% ATT 4% Several broadcasters in Turkey have begun to use the HbbTV platform and services provided by Castoola and its local representative Broadcast Muhendislik Ltd. Castoola and several partners joined forces by launching the first HbbTV advertising campaign (Switch-in Superbanner) in % FTA Sat 88% HbbTV Market Reach Over 88% HbbTV devices in satellite reception > regular HbbTV devices 20% of Turkish people living outside Turkey HbbTV Association Copyright HbbTV 27
28 Middle East 52 Mln TV-Households Deployed in Middle East with Selevision Satellite Pay TV platform (ArabSat) Mainly Saudi Arabia and United Arab Emirates 200K HbbTV STB deployed Mixing Android and HbbTV Deployed HbbTV services BBC News Arabic DW Arabic Rotana MBC Citrus TV (TV shopping) Al Arabiya HbbTV Association Copyright HbbTV 28
29 New Zealand 1.4 Mln TV-Households +Sat IPTV 9% 10% Sat 55% PayTV STBs Google Analytics 26% HbbTV Market Reach 25% Source: Smart-TV share 2016 Source: Share HbbTV devices on Smart-TV 2016 Source: 54% 86% Certification HbbTV 1.5 with DRM Standard OpApp Catch-up on 7 channels VoD on 12 channels Smart TV App Around 100k active HbbTV homes HbbTV Association Copyright HbbTV 29
30 Australia 9,2 Mln TV Households Cable IPTV 9% 7% Sat 24% PayTV STBs 60% HbbTV Market Reach 55% Source: Smart-TV share 2016 Source: Share HbbTV devices on Smart-TV 2016 Source: 66% 77% Certification HbbTV 1.5 with DRM Standard OpApp Freeview revamped its On Demand service mid x HbbTV services (5 x broadcasters + FV+) HbbTV Association Copyright HbbTV 30
31 Brazil 68,7 Mln TV Households Cable IPTV 11% 0,3% Sat 46% PayTV STBs 43% Plan under discussion to merge the two main regulatory organisations ANCV and CRC This will delay an ongoing discussion to integrate several interactive platforms: GINGA for interactive service on ISDB-T, Hybrid European standard HbbTV and SiestaCloud ecosystem for IPTV. HbbTV Association Copyright HbbTV 31
32 Africa 120 Mln TV-Households No further update to 2016 South Africa Government reiterates plan for analogue switch-off by end of South Africa is still based on MHEG5 Nigeria is deploying a proprietary solution for their Senegal and Namibia have deployed HbbTV STBs but no services Ivory Coast: Free will be launched in 2017/18 For most African countries Analog Switch Off is not expected to happen before 2020 (instead of 2015) HbbTV Association Copyright HbbTV 32
33 Further Potential HbbTV Countries 650 Mln TV Households 27 further countries (representing about 650 Mln TV Households) are considering the introduction of HbbTV in the next years HbbTV Association Copyright HbbTV 33
34 HbbTV Website - Deployments Please also visit the website If you have ANY information on HbbTV country details please send this to heinrich.haase@htbc.de Many Thanks! HbbTV Association Copyright HbbTV 34
35 Thanks a lot to the following people for their help putting this presentation together: Régis Saint Girons, Pawel Tutka, Angelo Pettazzi, Jason Foden, Xavier Redon, Rob Koenen, Matthew Huntington, Jiri Vorisek, Werner Debuigne, Martin Spycher Special thanks go to: HbbTV Association Copyright HbbTV 35
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