Traditional TV & Home Video - Taiwan

In Taiwan, revenue in the Traditional TV & Home Video market market is projected to reach US$2.48bn in 2024.
Revenue is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 0.02%, leading to a projected market volume of US$2.48bn by 2029.
The average revenue per user (ARPU) in Taiwan is expected to amount to US$163.20.
In a global context, the majority of revenue will be generated the United States, with figures reaching US$146.60bn in 2024.
The number of TV viewers in Taiwan is projected to be 15.3m users by 2029.
User penetration in the Traditional TV & Home Video market market in Taiwan is expected to be at 63.4% in 2024.
The average revenue per TV user (ARPU) in Taiwan's Traditional TV & Home Video market market is projected to be US$163.20 in 2024.
In Taiwan, the traditional TV and home video market is experiencing a decline as streaming services increasingly dominate consumer preferences and viewing habits.

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 Taiwan has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Taiwan have shifted towards on-demand streaming services and digital content consumption. This can be attributed to the increasing availability of high-speed internet and the growing popularity of smartphones and other mobile devices. Customers now prefer the convenience of streaming their favorite TV shows and movies at their own convenience, rather than being tied to traditional broadcast schedules. This shift in preferences has led to a decline in traditional TV viewership and an increase in demand for streaming services. Trends in the market indicate a growing preference for subscription-based streaming platforms such as Netflix and Amazon Prime Video. These platforms offer a wide range of content choices, including international TV shows and movies, which cater to the diverse tastes of Taiwanese consumers. Additionally, the rise of local streaming platforms, such as iQiyi and Line TV, has further fueled the growth of the market. These platforms offer a mix of local and international content, appealing to both domestic and international audiences. Local special circumstances in Taiwan have also contributed to the development of the Traditional TV & Home Video market. The Taiwanese government has been actively promoting the development of the digital content industry, providing incentives and support to local content producers and distributors. This has led to an increase in the production of original Taiwanese TV shows and movies, which in turn has attracted a larger audience both domestically and internationally. Underlying macroeconomic factors, such as the steady growth of the Taiwanese economy and increasing disposable incomes, have also played a role in the development of the market. As consumers have more financial resources at their disposal, they are more willing to spend on entertainment options such as streaming services and home video. In conclusion, the Traditional TV & Home Video market in Taiwan is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards on-demand streaming services, the popularity of subscription-based platforms, government support for the digital content industry, and the overall economic growth of Taiwan have all 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.