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Digital terrestrial transmission (DTT) is a type of broadcast TV service that uses radio signals to transmit signals from the source without the help of a satellite. The market for DTT in the US is expected to surpass USD 32 billion by 2019 as vendors in this region are focusing on strengthening their DTT subscriber base to increase their revenue. Additionally, the availability of free-to-air DTT channels is also expected to bolster market growth during the forecast period.
Technavio’s market research analyst has estimated factors like the robust signal quality of DTT channels to drive growth in this market between the period of 2014 and 2019. The noise reduction capability of DTT services is expected to result in improved picture quality and higher transmission efficiency, which in turn augments the revenue generated by this market.
This market is characterized by the presence of numerous small and large vendors who face significant market risks in the form of intense competition, rapid advances in technology, and frequent changes in consumer preferences. In order to gain traction in this market, vendors compete with each other on the basis of performance, innovation, product features, quality, low cost, selling price, distribution, and financial stability.
Key vendors in this market are -
Other prominent vendors in this market are American Broadcasting, Azteca, PBS, Telemundo, the CW, and the Walt Disney.
In this market research report, Technavio’s analysts have estimated the subscription segment to account for more than 76% of the total market share by 2019. The availability of add-on services and HD content that facilitate higher revenue generation are expected to account for this segment’s high market share during the forecast period.
Technavio’s market research analysts estimate upcoming trends, such as the development of pick-and-pay services, to foster market growth during the forecast period. Many vendors now provide pick-and-pay services to free the customers from conventional services. This will enable vendors to stabilize the high subscriber churn rate caused by OTT services, resulting in its high market growth during the forecast period.
This report provides a number of factors contributing to the adoption, limitations, and opportunities of the DTT market in the US. It also offers an analysis of each factor and an estimation of the extent to which the factors are likely to impact the overall market growth.
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