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Asia-Pacific Region to Lead Multi-Screen TV Adoption

During the course of 2015, more people will watch broadcast television, pay-TV programming and a variety of other video content on a greater range of consumer electronics devices.

The commercial implications of this transition will impact the whole Technology, Media and Telecommunications sectors in numerous ways. In some markets it creates a significant new upside opportunity, in others the incumbent video entertainment service providers will experience subscriber declines.

In particular, advertiser supported programming will experience some disruption, as more marketers continue to shift their budgets from traditional broadcast media channels to online digital media.

In addition, the growth of connected consumers accessing the internet for the first time -- many enabled by low-cost smartphones and media tablets -- in the Asia-Pacific region will increase the significance of this rapidly emerging consumer marketplace.

For the 51 countries covered in the latest worldwide market study by Digital TV Research, the gross number of overall viewers will climb from 5.60 billion in 2010 to 11.32 billion by 2020.


Although it will continue to be the dominant device -- both by viewers and by duration watched -- the TV set share of total viewers will fall from 73 percent in 2010 to 42 percent in 2020.

Viewing on the other devices will grow dramatically.

As an example, by 2020, 3.98 billion people will watch video content via a PC or laptop over a fixed broadband connection -- that's up by 80 percent on 2013.

Smartphones viewers of video content will total 1.53 billion people -- that's triple the 2013 total.

Tablet viewers of video content will be 1.10 billion by 2020 -- that's five times the 2013 total.

Moreover, China will have 2,890 million viewers by 2020 -- that's up from 1,483 million in 2010.

India will supply a further 2,347 million by 2020. Furthermore, India will add nearly 1 billion gross viewers between 2014 and 2020, with China adding 897 million.

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