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World Television Market 2010

Market decreases 1.2% in 2009 compared to 2008
World Television Markets

"Industry did not escape the consequences of the global economic crisis; the crisis particularly affected television advertising revenue. Nevertheless, IDATE predicts that the market will exceed its 2008 level in 2010", comments Florence Le Borgne, project leader of this report.

The United States remains the largest television market in the world with turnover of   more than 100 billion EUR in 2009, declining 2% in a year. The importance of the   North American region in the worldwide market is trending downward, going from 39% in   2006 to 38.7% in 2009; it should continue to lose a few tenths of percent in the   years to come. 

The second largest regional market, Europe had a turnover of 82 billion EUR in 2009,   a decrease of 2.4% compared to 2008. The importance of the European market in the   worldwide market also showed slow erosion, going from 31.7% in 2006 to 30.5% in 2009.   The United Kingdom, Germany and France attracted the most market growth and between   them account for 44% of the regionís revenues. 

Asia/Pacific recorded growth in its TV market on the order of 0.3%. Its market share   grew by 0.3 points and regained its 2007 level, at 20.8%. The heavyweights in the   region, Japan, India and China experienced varied results. As a mature market, Japan   showed a decrease of more than 5% while the Chinese and Indian emerging markets grew   6.2% and 9.5% respectively.

Latin America displayed the greatest growth in its TV market, with an increase of   nearly 5%. Its market share in the worldwide market is still small (7.9%), but it is   growing consistently (6% in 2006). Brazil is the largest market in Latin American TV   and alone makes up more than 45% of the market. 

The smallest regional market, Africa/Middle East declined by more than 6%. Its market   share has stagnated at 2.1%.

The worldwide television market was, in 2009, primarily affected by the decline in advertising revenue of 9.2%, which could not be compensated for by paid television or public funding; these two sources of revenue increased 7.2% and 3.5% respectively. Up until 2008, advertising was by far the primary means of funding for the industry, generating about 50% of the sector's revenue, compared to 40% for paid television and 10% for public funding. In 2009, the weight of advertising and subscriptions each accounted for about 45% of the sectorís revenue. By 2010, revenue from paid television should exceed overall advertising revenue worldwide, reaching a ratio of approximately 47%/44% by 2013.

Florence LE BORGNE
Head of TV & Digital Content Business Unit at IDATE



Florence LE BORGNE
Head of the TV & Digital Content Practice
P: +33 (0)467 144 443


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