HbbTV Country Review “Rest of the World” Heinrich E. Haase Project Coordinator, HbbTV HbbTV Symposium 2017 Rome, 17 th & 18 th October 2017
HbbTV Country Review “Rest of the World”
Heinrich E. Haase
Project Coordinator, HbbTV
HbbTV Symposium 2017 Rome, 17th & 18th October 2017
HbbTV Country Review
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>120Mln
Homes Reach
>43 Mln
Devices
>300
Apps
32
Countries
Note: Best estimates based on country information included in this presentation
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Smart TV / HbbTV Global Sales (w.o. North America)
Source: GfK POS Measurement
9 11 11 12 12
-10
10
30
50
70
90
2013 2014 2015 2016 2017
Sale
s M
io U
nit
s
Hbb-TV Sales Mio Units (MAT: Aug - Jul) 18 countries
51
65
73 80
87
0
20
40
60
80
100
2013 2014 2015 2016 2017
Sale
s M
io U
nit
s
Smart-TV Sales Mio Units (MAT: Aug - Jul) 76 countries
DE
FR
ES
CH
AT
CZ
HU
PL
NL
DK
FI
EE
TR
SA
AU
NZ
MY
VN
88%
81% 81%
73% 79%
76% 76% 77% 79%
66%
86%
54% 59%
77%
57%
46% 45%
33%
Un
its
%
Share of HbbTV at Smart-TV %
HbbTV Country Review
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HbbTV Deployments in Europe 2016
in regular operation announced / trials under consideration
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HbbTV Deployments in Europe 2017
in regular operation announced / trials under consideration
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Germany
DTT 6%
SAT 44%
IPTV 7%
CABLE 43%
38 Mln TV-Households
HbbTV Market Reach 74% (GfK)
PayTV STBs
Source :
Smart-TV Equipment 2004-2016 Sales
Smart-TV Equipment 2016 Sales
TV-Displays, Set-Top-Boxes, DVD-/Blu-ray-Player
All Smart-TV devices without HbbTV
• 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: GfK Retail&Technology 02/2017 *Source: Eutelsat, **Source: gfu study 2016, ***SevenOneMedia, View Time Report
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HD+
*0,85 Mln customers are in the free HD+ test phase** **Source: SES, Feb 2017
*
Germany
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freenet TV
Germany
Update Aug 2017: Paying Users:
700.000
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France
DTT
IPTV (ADSL & Fiber)
Satellite (free & pay)
Cable
Fiber
TV reception modes – Main TV Set
Source :
HbbTV Association | Copyright © HbbTV 10
• 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 DTT in France (DVB-T2, HEVC, UHD, HbbTV…)
DTT 26%
Sat 20%
IPTV 46%
Cable 8%
28 Mln TV Households
HbbTV Market Reach (Fransat & DTT)
36%
France
PayTV STBs
Smart-TV share 2016
24%
Source :
Share HbbTV devices on Smart-TV
2016
Source :
98%
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France
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United Kingdom
• 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 2.0.1 from MHEG from January 2018, interoperability test suite developed by DTG to support transition
• Freesat has deployed “HbbTV like” OpApps services
DTT 28%
Sat 46%
IPTV 12%
Cable 14%
27 Mln TV Households
DTT used in 73% Households
HbbTV Market Reach Around 50%
Source :
PayTV STBs
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Italy
• tivùon! certified devices with MHP & DASH/ Marlin DRM
DTT 66%
Sat 30%
IPTV 4%
24.5 Mln TV Households
Potential Market Reach For HbbTV: Over 80%
Smart-TV share 2016
Total Smart TV deployed
Total Connectable MHP devices
36%
6.6 Mln
Total tivùon! devices
2.9 Mln
4.8 Mln
Source: GFK Panel Market, Dec 2016 Source: GFK Panel Market & Mediaset Lab elaboration
Source: GFK Panel Market, Dec 2016 Source: GFK Panel Market & Mediaset Lab elaboration
Source: IT Media Consulting,, Dec 2016
PayTV STBs
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• 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 2.0.1 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
Italy
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• Spanish Interactive Forum recommeded HbbTV 2.0.1
• Certification Regime:
• Cellnex (DTT network operator) is the TDT Hibrida Certification Entry
• More than 16 chs are using HbbTV
Spain
DTT 79%
Sat 3%
IPTV 7%
Cable 11%
18 Mln TV Households
PayTV STBs
Source : Audience share Kantar media 2016 report
Smart-TV share 2016
24%
Source :
Share HbbTV devices on Smart-TV
2016
Source :
79% HbbTV Market Reach About 5.6 Mln TV Sets
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Poland
• 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 – DTT Mux with 8 operators
• About 2M connected HbbTV TVs
DTT 11%
Sat 50%
IPTV 5%
Cable 34%
13 Mln TV Households
HbbTV Market Reach Around 20% (GfK)
Pay-TV STB
Source :
HbbTV Association | Copyright © HbbTV 17
The Netherlands
• Cable Operators are carrying HbbTV services
• Over 90% of households are watching TV through proprietary STBs
• Estimation of around 10 Mln HbbTV deployed
DTT 5%
Sat 5%
IPTV 33%
Cable 57%
17 Mln TV Households
HbbTV Market Reach 70%
Source :
Pay-TV STB
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Switzerland
• 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)
3.3 Mln TV Households
HbbTV Market Reach around 80%
1,40 1,57
1,00
0,36 0,03 0,00
0,50
1,00
1,50
2,00
2,50
3,00
Smart-TV
STB
Mln TV HH
Source :
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Austria • 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
DTT 7%
Sat 54%
Cable 32%
IPTV 8%
3.8 Mln TV Households
HbbTV Market Reach 80%
Source :
Pay-TV STB
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• 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
Hungary
DTT 13%
Sat 23%
IPTV 16%
Cable 48%
4.1 Mln TV-Households
HbbTV Market Reach 18,5%
Source :
Source : Antenna Hungaria
Pay-TV STB
Smart-TV share 2016
45%
Source :
Share HbbTV devices on Smart-TV
2016
Source :
66%
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Czech Republic
DTT 45%
Sat 34%
IPTV 7%
Cable 14%
4.5 Mln TV Households
Source :
FTV Prima and České Radiokomunikace, HbbTV Research, July 2017:
• 1.325.000 unique viewers (2,06 viewer/per screen)
• HbbTV versions: 77% 1.5; 19% 1.0, 3% 2.0.
• 90% 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
Pay TV STBs
HbbTV Market Reach 30 %
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Nordic Region
DTT 14%
Sat 62%
IPTV 4%
Cable 20%
DTT 13% Sat
5%
IPTV 18% Cable
64%
DTT 12%
Sat 32%
IPTV 26%
Cable 30%
DTT 45% Sat
53%
Cable 2%
DTT 16%
Sat 12%
IPTV 21%
Cable 51%
2.3 Mln TV HH 4.2 Mln TV HH
2.2 Mln TV HH 2.4 Mln TV HH 1.6 Mln TV HH
NorDig Unified IRD spec for Scandinavia & Ireland • HbbTV 1.5 • HbbTV 2.0.1 > 1.7.18
Source: Finnpanel
IPTV 22%
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Popular HbbTV services in the Nordic Region
Nordic Region
Voting App well adopted in Finland
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Nordic Region
• Finnish stats • Connected terminals ~160.000
• Daily unique terminals >80.000
• More than 90% HbbTV 1.5
HbbTV 1.0
9,3%
HbbTV 1.5
90,6%
HbbTV 2.0
0,1%
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in regular operation announced / trials under consideration
HbbTV – Deployments Worldwide 2016
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HbbTV – Deployments Worldwide 2017
in regular operation announced / trials under consideration
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Turkey
• 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 2017
• HbbTV devices in satellite reception • >500.000 regular HbbTV devices • 20% of Turkish people living outside Turkey
ATT 4%
Sat 88%
IPTV 3%
Cable 5%
22 Mln TV Households
HbbTV Market Reach Over 88%
70% FTA
Source :
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
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New Zealand
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• 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
Smart-TV share 2016
Share HbbTV devices on Smart-TV
2016
86%
DTT 26%
Sat 55%
IPTV 10%
DTT+Sat 9%
1.4 Mln TV-Households
HbbTV Market Reach 25%
54%
PayTV STBs
Source : Google Analytics
Source: Source:
Source:
Australia
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• Certification
– HbbTV 1.5 with DRM
• “Standard OpApp”
• Freeview revamped its On
Demand service mid 2017
• 6 x HbbTV services (5 x
broadcasters + FV+)
DTT 60%
Sat 24%
IPTV 7%
Cable 9%
9,2 Mln TV Households
HbbTV Market Reach 55%
PayTV STBs
Source :
Source:
Smart-TV share 2016
Share HbbTV devices on Smart-TV
2016
77%
66%
Source:
Source:
Brazil
• 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.
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DTT 43%
Sat 46%
IPTV 0,3%
Cable 11%
PayTV STBs
68,7 Mln TV Households
Source :
Africa – 120 Mln TV-Households
• No further update to 2016 – South Africa Government reiterates plan for analogue switch-off by end
of 2018. South Africa is still based on MHEG5
– Nigeria is deploying a proprietary solution for their DTT
– Senegal and Namibia have deployed HbbTV STBs but no services
– Ivory Coast: Free DTT will be launched in 2017/18
• For most African countries Analog Switch Off is not expected to happen before 2020 (instead of 2015)
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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
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HbbTV Website - Deployments
• Please also visit the website www.hbbtv.org/deployements
• If you have ANY information on HbbTV country details please
send this to [email protected] – Many Thanks!
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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
35 HbbTV Association | Copyright © HbbTV
Special thanks go to: