International. Revenue of US$423.9 billion generated in 2010 by the television industry, for an increase of 7.8% compared to 2009 figures, revealed the TV World Markets report, published by the consulting firm IDATE.
"2010 was an overall prosperous year for the audiovisual industry. Most markets are reporting positive growth rates, particularly thanks to increasingly high advertising revenues ," said Florence Le Borgne, head of IDATE's TV and digital content business unit.
This shows that despite the new formats and technologies, television continues to remain the main entertainment option in many homes around the world.
In fact, according to the report, in 2010 pay TV reached 690.2 million households, for an increase of 7.6%, of which cable television represents 490 million households and satellite 154.1 million subscribers.
For its part, iptv added 24 million users, taking its market share to 5.1%. Terrestrial television is the only one that is stagnant in a percentage growth of only 0.6%, going from 3.6 million subscribers in 2007 to 4.5 million in 2010.
Precisely, Le Borgne highlighted the role of pay television in the increase in profits. "The pay-TV sector is consolidated as the most important source of revenue for the industry, generating 48% of the sector's revenue in 2010 compared to 43% achieved by advertising. We expect these percentages to remain more or less stable in the coming years," he said.
