After last year’s strong growth of sales of premium subscriptions for digital TV platforms, revenues in 2011 should remain fairly stable at around €3.2 billion, according to the “Digital Markets” research conducted by the Smau Observatory-School of Management of the Milan Polytechnic.
At the same time, the number of subscribers continues go grow, both on digital terrestrial with Mediaset Premium (almost 4.5 million) and on satellite, with Sky Italia reaching 5 million subscribers. For its part, DTH platform TivùSat reached one million active smart cards in August.
With a 7 per cent growth, advertising on digital TV channels surpassed E520 million this year, registering a good result in a difficult period for the economy in general.
Despite the increasing use of Internet-connected TV sets, T-commerce (e-commerce on TV) has yet to take-off, claims the report. Meanwhile, advertising on digital TV channels is worth over €1.7 billion or 13 per cent of the total digital market.