That television is going to end, that VoD and OTT platforms are going to replace it, that there are fewer and fewer viewers, are some of the phrases that are constantly repeated by some who have a very pessimistic view about the television industry.
While it is true that the internet and mobile devices have generated new options to watch audiovisual content, it is also true that television is still one of the most watched media. And in the case of Latin America, the numbers have not stopped growing.
According to Ibope's figures for Latin America, revealed by Lamac, between 2014 and 2016 households with television went from 54.8 million to 59.3 million, and pay-TV penetration went from 55.31% to 60.35%, very encouraging figures for an industry in its "twilight". To this is added that in some countries, such as the United States, the trend of canceling the subscription to pay TV by virtual platforms is reversing and that only 1% of the audience is prosumer.
Although the numbers are positive and show a strong industry, it cannot be ignored that we are in a moment of transformation, in which video platforms, transmedia and crossmedia content, interactivity, social networks and digital television, are tools that today must be included to reach the audience in the options they prefer.
And you, how are you adapting your chain with new technologies and realities?
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