Ultra HD: history of ultra-growth
Despite rising fears, that OTT brings a threat to the future growth of the market of linear television (that, in most cases,, not confirmed), the appearance of the standard Ultra HD, Thanks to its premium nature, is treated as a new opportunity to stimulate further growth of DTH, Cable and IPTV businesses worldwide.
At the time of, as the 3D tv and has not received significant development, investments in Ultra HD reached unprecedented peaks, and, It looks like, every week we hear about how, that another DTH platform announces its intentions to begin a trial or commercial broadcasting Ultra HD. For example, recently the company Sky Deutschland gained additional satellite capacity, necessary for the transfer of Ultra HD channels, and the Polish public broadcaster TVP is testing the possibility of terrestrial television broadcasting on the Ultra HD in Warsaw. So do not be surprised, If you suddenly hear about intentions to start broadcasting in Ultra HD DTH platforms in your region.
According to, expressed by experts of the NSR in the recently released report "Linear tv via satellite: DTH, OTT and IPTV, 8 Edition», the number of Ultra HD channels will grow over the long term, and this format will become more popular throughout the world, in both developed, and developing countries.
Speaking of DTH platforms, NSR experts note, that to 2024 year for transmission line Ultra HD content all over the world will consume approximately 70 transponders, who will broadcast more 315 Ultra HD channels. It is approximately 185 millions of dollars of additional income from the lease of transponders for transmission of Ultra HD content on mere DTH platforms. This means, that to 2024 year at a fraction of the Ultra HD will fall 1,2% from all containers for DTH Ku-band-a niche market, However, quite appreciated in the premium sector.
A similar trend is emerging in the market for video content to cable headends and IPTV platforms. 180 Ultra HD channels in Ku-band and 75 channels in the C-range-total, This 57 transponders, or about 4% from the world of tanks, designed for video distribution, will be used for the transmission of Ultra HD channels, that would mean 219 million additional revenue from their leases.
Earlier in NSR noted, that SD content is the biggest driving force for growth in the number of subscribers, the size of income and the number of channels in the developing regions (with high growth). However,, in spite of the fact, that NSR consider SD in as the primary incentive for revenue growth in these regions, format Ultra HD plays a more pivotal role to attract the attention of those, who has the higher income level. This is the expected owners DTH platforms in India, sounding out their plans, associated with the launch of the Ultra HD, expressed intention to broadcast in this format sports content. The same applies to the Tricolor platform in Russia, which announced plans to launch Ultra HD channels this year or next.
On the other hand, in developed regions, where the number of subscribers growth remains low, and in the United States, in some cases even has a negative, Ultra HD view as a way of stimulating the transition from basic packages, consisting of, mainly, SD channels, on premium and ultra premium packages, thereby increasing the ARPU performance and providing revenue growth. Operators KT in Korea and SkyLife Sky PerfecTV in Japan already broadcast 24-hour compilation of such content in its linear flows. Both markets are experiencing enough saturation, However,, due to the Ultra HD they hope to increase incomes, derived from existing subscribers.
Ultra HD is not limited to just one area of linear television is actually, This is not so. The popularity of the format has already been demonstrated in North America and other regions of the successful growth in subscriber base, Ultra HD offers from Netflix, Thanks to what Netflix was able to not only start to charge higher fees for access to Ultra HD content, but also managed to persuade subscribers to switch to these packages. Also demonstrated higher ARPU in the sector of Ultra HD content.
All of this, coupled with the fact, that the cost of Ultra HD televisions now much declined, and firm Sharp already sells these TVs at a price below 600 USD, indicates, that linear tv will soon follow in the footsteps of OTT, starting to transfer the content in a new format.
In spite of the fact, that OTT platform "bite off" watch preview from traditional linear television, According to experts of the NSR, the audience remains sufficiently compelling reasons for, to arrange your subscription and pay for linear content is mainly, fil′mopokazy, sports and other broadcasts of important events. What is remarkable, This content types, originally filmed in Ultra HD-movies and sports. Without moving to Ultra HD format in the medium term, linear tv service risks becoming lower quality in comparison with OTT in regions with wide offer of Ultra HD content. Thus, the beginning of live sports channels in Ultra HD format gives another important reason for, to subscribe and to remain a subscriber to pay-TV services. Due to the existence of Netflix, YouTube and other OTT platforms, already offering Ultra HD, as well as increased awareness of the audience with the benefits of Ultra HD and dating with him, viewers in developed countries can expect to see the Ultra HD content in the proposals of its pay-TV operators already soon enough. It is not surprising, that satellite operators are increasing their investment in the products of high quality.
Worldwide expected high rates of development of Ultra HD offerings, the most powerful growth in this sector should be expected in North America, and the least powerful is in sub-Saharan Africa. In spite of the fact, SD content provides growth in developing regions, provision of proposals in Ultra HD format, it is important to stimulate higher expenditure on pay-TV services in a given market. And while the demand for satellite capacity for a given format in the long run will remain a niche market, the importance of this niche is to increase ARPU and revenue linear television. The growth trend in the sector of Ultra HD expressed brighter, than ever before, and refraining from investment in the sector today is renounce the possibility of using its growing premium income.