Despite technological innovations, the reception of television programmes transmitted over air (with an antenna on the roof) still remains the most used system for watching TV. This is what emerges from a report on TV audience made by Deloitte, the worlds biggest consulting company. Today, it is estimated that at least 1.6 billion people worldwide (450 million families) are watching traditional antenna TV. However, those numbers may be low: in fact considering the countries where it’s impossible having verified data, it’s estimated that this number could raise to 2 billion users, 50% more than pay-TV by cable, IPTV and satellite subscribers.
The advertising pie is still rich
The study is based on data from 83 countries with a total population of 6.6 billion. The analysis included nations with a low level of digitalisation and audience maturity level. This is the case in India (130 million users of over-air TV), Indonesia (251 million) and Nigeria (127 million); Italy, with 42 million users is on place 42. The research analyses the trend of advertising investments (that will raise to 4 billion dollars in 2020, reaching 184 billion in 2021), on traditional TV vitality and on its resilience to new technologies.