A new report from UK ad agency ZenithOptimedia predicts that IPTV penetration in the world’s biggest digital markets will increase by 36% over the next three years to reach 9% by the end of 2015, but with considerable variance across national markets, ranging from 91% in the Netherlands to 1% in Russia.
The study looks at the adoption of three new media technologies (IPTV, smartphones and tablets) across the world’s top 19 digital markets, ranked according to a combination of absolute size and percentage of total adspend taken by internet expenditure.
While Norway currently leads adoption of new media technology with an average penetration of 38.8%, followed by France (35.7%) and the Netherlands (35.1%), it will be knocked down to fourth spot by 2015, as the top three places are taken by the Netherlands (65%), France (60.8%) and Ireland (50.2%).
IPTV will be the slowest-growing of the three new media technologies tracked across the 19 markets, with its 36% increase in average penetration overshadowed by a doubling in penetration for smartphones over the three-year period (from 36% to 72%) and a whopping 172% increase in average penetration for tablets (from 5% to 13%).
The swift growth of IPTV is believed to have already started eroding the number of subscribers to cable and satellite TV, thanks the continued efforts of broadband providers who offer it as a value-added service to take advantage of the fast-paced build-out of new fibre-optic infrastructure. Second behind the Netherlands in terms of IPTV penetration will be Canada with 69% in 2015.
ZenithOptimedia expects Western Europe to remain at the forefront of the adoption of new media technology, accounting for four of the top five and seven of the top ten markets in 2015. Canada, in fifth place, is the highest-ranked market outside Western Europe, while Australia and South Korea come in at eighth and ninth.