Mexico. The pay TV market in Mexico has registered an upward trend in its adoption and income generation in the last five years. This is due to the offer of affordable low-cost packages, the packaging of double or triple play services and the incorporation of value-added services, such as on-demand internet content platforms or Over The Top (OTT) services.
According to the latest study by The Competitive Intelligence Unit, this growth dynamic results in the fact that as of the third quarter of 2016 (3Q16), 58% of Mexican households already have this service, equivalent to 19.2 million subscriptions and an annual growth of 5.5%. While revenues in the pay-TV and convergent services market amount to $19,889 million pesos, 22.8% more than those obtained in the same period of the previous year.
Faced with a market that registers an incessant advance in its adoption, it is worth knowing the main stylized facts about the preferences, hiring intention and reasons of the subscribers to get this service, obtained by The Competitive Intelligence Unit in its study "Profile and Consumption Habits of Audiovisual Content of Open TV, Pay TV and OTT Platforms".
Among the reasons why subscribers have contracted pay TV are: mainly, the variety of channels included (46%), followed by the preference for content transmitted in the programming grid (37%), as well as the possibility of accessing open television channels (9%) and the quality of service (8%).
When analyzing the profile of consumers of the Pay-TV service, high levels of adoption are identified among those under 25 years of age, equal to 64% of the population. This shows that there has not been a complete replacement of this service, even in the most technologically intensive segments, compared to those audiovisual content platforms on the Internet.
On the other hand, there is a majority adoption of the service among households of different socioeconomic levels (NSE), such that 79% of those in A / B have pay TV, 61% in the NSE C / C- and 51% in D + / D / E. This result of the offer of satellite television packages at affordable prices for low-income households.
Among the most watched content on pay TELEVISION, movies (58% of preferences), television series (52%), news programs (48%), soap operas (39%) and sports programs (23%) stand out. Additionally, it highlights that on average users spend three hours of the day to observe these contents.
From all this, it is a fact that the Mexican market is identified by consolidating itself as an attractive option for consumers of audiovisual content, registering a positive growth trend in terms of subscriptions. It is expected that this base will continue to increase, in light of the fact that 4% of those non-users intend to hire pay TV in the coming months.
Although the audiovisual content market currently faces increasing competition between platforms (Free-to-Air TV, Pay-TV, OTT services and other internet platforms) for the attraction of audiences, this has not prevented the generation of new hires to the Pay-TV service. This is due to the savings for households that involve the acquisition of packaging that includes the service, as well as the incorporation of new value-added services for the benefit of the growth of the market and of course, of consumers.
