Stable TV Antenna Ownership Presents Opportunities for Broadcasting Amid Streaming Shift

June 17, 2024

In recent years, the percentage of TV Antenna owners has remained steady globally, providing a reliable viewership base for broadcast companies. However, with the rapid evolution of digital tv antenna technology and changing consumer viewing habits, the tv antenna hdtv market is undergoing subtle transformations. As more consumers abandon traditional pay-TV services and opt for flexible streaming platforms, broadcast companies are experiencing a gradual decline in retransmission fees.

Alan Bullock, a senior industry analyst and featured expert from Parks Associates, offers his insights on this phenomenon. He argues that while broadcasting currently faces challenges, new technologies present new opportunities for growth. Specifically, the introduction of the ATSC 3.0 standard has the potential to breathe new life into broadcast television.

According to a comprehensive study by Parks Associates, antenna owners watch approximately 6.4 hours of over-the-air (OTA) programming weekly, second only to subscribers of video-on-demand streaming services (7.6 hours per week). This data demonstrates that despite the increasing popularity of streaming services, a significant number of viewers still maintain a strong interest in traditional broadcast content.

Among antenna owners, nearly 30% prefer OTA as their primary source for live news. Meanwhile, about 20% prefer OTA for watching live sports, television programs, and movies. This reveals the enduring appeal of OTA content and the irreplaceable value of broadcast television in specific content areas.

The introduction of the ATSC 3.0 standard brings technological advancements to broadcast television. This standard supports higher-quality video transmission, enhanced audio capabilities, and rich interactive features, which can significantly improve the viewer's experience. By adopting ATSC 3.0, broadcast companies have the potential to attract new OTA audiences while satisfying the demand for higher-quality content from existing viewers.

Industry experts widely agree that while streaming services pose a challenge to broadcast television, the latter still possesses unique advantages and value. Through continuous technological innovation and content optimization, broadcast television can secure its position in the competitive market and offer viewers a more diverse and high-quality viewing experience.

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