Traditional TV & Home Video - Philippines

In the Philippines, revenue in the Traditional TV & Home Video market market is projected to reach US$1.31bn in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 4.07%, leading to a projected market volume of US$1.60bn by 2029.
The average revenue per user (ARPU) in the Philippines is anticipated to amount to US$16.00.
In global comparison, the majority of revenue will be generated the United States, which is projected to reach US$146.60bn in 2024.
The number of TV Viewers in the Philippines is expected to reach 86.8m users by 2029.
User penetration in the Traditional TV & Home Video market market in the Philippines is projected to be at 69.0% in 2024.
The average revenue per TV user (ARPU) in the Traditional TV & Home Video market market in the Philippines is also expected to amount to US$16.00 in 2024.
In the Philippines, the traditional TV and home video market is witnessing a decline as streaming services gain popularity among younger audiences seeking diverse content.

Definition:

The Traditional TV and Home Video market involves the distribution and consumption of audiovisual content through conventional broadcast television channels and physical media formats like DVDs and Blu-ray discs. It encompasses the production, broadcasting, and viewing of television programs, movies, and other video content within households. Additionally, the market includes advertising placements within television programming and the collection of public TV Licence fees to support public service broadcasting networks, contributing to the diverse landscape of content delivery and revenue generation within the industry.

Structure:

The traditional TV and home video market comprises several key components, including pay TV services, physical home video sales, traditional TV advertising, and public TV Licence fees. Pay TV services involve subscription-based access to premium television channels and content, often delivered through cable, satellite, or internet-based platforms. Physical home video sales encompass the distribution of movies and TV shows on DVDs, Blu-ray discs, and other physical media formats for consumer purchase or rental. Traditional TV advertising involves the placement of commercials within broadcast television programs, generating revenue for broadcasters and advertisers alike. Public TV Licence fees refer to the mandatory charges imposed on households to fund public service broadcasting networks and channels. Together, these elements form the backbone of the traditional TV and home video market, catering to diverse viewer preferences and consumption habits.

Additional Information:

The market comprises revenues, ad spendings, viewers, average revenue per user, and penetration rates. Revenues are generated through purchases. Key players in the market are companies, such as NBCUniversal, CBS Corporation, and The Walt Disney Company.

Pay-TV subscriptions such as DirectTV, AT&T TV, and Sky
Physical home video such as DVD & Blu-ray sales
Traditional TV advertising such as commercial breaks
Public TV license fees such as BBC License in the UK and the Rundfunkbeitrag in Germany

OTT (Over-the-top content) services such as Netflix, Hulu, iTunes, and Pluto.tv
Public license fees collected in the form of a tax such as income tax in the Nordic countries
DVD & Blu-ray rental

The Traditional TV & Home Video market in Philippines has been experiencing significant growth in recent years. Customer preferences have shifted towards on-demand streaming services, leading to a decline in traditional TV viewership. However, the home video market has remained resilient, driven by the popularity of physical media and the rise of affordable DVD players.

Customer preferences: In line with global trends, Filipino consumers have shown a growing preference for on-demand streaming services over traditional TV. This shift can be attributed to several factors, including the increasing availability of high-speed internet connections, the convenience of streaming platforms, and the wide variety of content options. As a result, traditional TV viewership has been steadily declining.

Trends in the market: Despite the decline in traditional TV viewership, the home video market in Philippines has remained strong. Physical media, such as DVDs and Blu-rays, continue to be popular among consumers who value the tangibility and collectability of these formats. Additionally, the affordability of DVD players has made it accessible to a wider audience, contributing to the sustained demand for home video products.

Local special circumstances: The Philippines has a unique market landscape that has influenced the development of the Traditional TV & Home Video market. The country has a large population with diverse cultural backgrounds, resulting in a wide range of content preferences. This has created opportunities for both local and international content providers to cater to specific audience segments. Furthermore, the Philippines has a strong tradition of movie-watching, with cinemas being a popular form of entertainment. This cultural inclination towards visual media has also contributed to the demand for home video products.

Underlying macroeconomic factors: The growth of the Traditional TV & Home Video market in Philippines can be attributed to several underlying macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income. This has allowed consumers to invest in home entertainment systems and purchase home video products. Additionally, the government has been investing in the improvement of internet infrastructure, making high-speed internet more accessible to a larger portion of the population. This has facilitated the growth of on-demand streaming services and contributed to the overall development of the market. In conclusion, the Traditional TV & Home Video market in Philippines is evolving in response to changing customer preferences and the availability of new technologies. While traditional TV viewership is declining, the home video market remains strong, driven by the popularity of physical media and the affordability of DVD players. The unique market landscape and cultural preferences in the Philippines, along with underlying macroeconomic factors, have contributed to the development of the market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.