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Viewing report
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North American Direct Broadcast Satellite Pay-Television Service Markets
Frost & Sullivan, Jan 2002
Pay Channel Choices Drives Consumer Demand and Market Growth
With North American television viewers demanding a wide range of
programming options, markets for direct broadcast satellite pay-television
service have expanded rapidly. Consumers increasingly consider pay-television
a basic home service. While digital cable and digital terrestrial broadcasting
will also benefit from these end-user trends, it is satellite television that has
economies of scale for continental coverage, plus the channel capacity, to offer
the largest selection of programming.
This Frost & Sullivan study examines the potential U.S. and Canadian markets
for direct broadcast satellite (DBS) pay-television services. It discusses key
drivers and restraints, identifies challenges, and presents accurate industry
forecasts. By monitoring end-user demand and assessing its impact on the
industry, this research gives its users a privileged view of a fast-growing field.
Opportunties are Narrowing as Pay-TV Penetration Increases
The cable industry is expected to remain a formidable competitor to DBS
services over the forecast period, says the author of this study. After
investing more than $50 billion in upgrading cable networks and improving
customer service, the cable industry is less likely to lose customers to
satellite services. To strengthen their market presence, cable companies are
focusing on bundling cable service with Internet access and telephone service
to retain customers.
Overall pay-TV penetration exceeds 85 percent in the North American
market says the author, making each additional percentage point won that
much more difficult to achieve. DBS service providers have made great gains
in market share in the last several years by heavily subsidizing subscriber
acquistion, yet they must now focus on profitability to ensure the long-term
viability of their industry. By surveying the competitive landscape and
highlighting winning strategies, this study can help you develop an effective
business plan.
DBS Consolidations Loom on the Horizon
Mergers within the cable industry have created a number of cable giants,
reports the author. Participants in the DBS marketplace are following suit.
DBS providers are using consolidation to extend their customer reach while
broadening service offerings.
Nonetheless, it is far from clear that the business benefits of having a single
DBS player in each country-level market will be in the best long-term
interests of consumers. Regulators could halt the trend toward consolidation
if they find that it limits competition. This study profiles leading market
participants and evaluates the potential of possible mergers, enabling your
company an unsurpassed overview of the marketplace.
Additional Information
Market Participants
BCE Inc.
Dominion DBS Television & Radio System
EchoStar Communications Corp.
Hughes Electronics Corp.
Pegasus Communications Corp.
Shaw Communications, Inc.
Related Companies
Adelphia Communications Corp.
AOL Time Warner
AT&T
Channel Master, Inc.
Chaparral Communications, Inc.
Charter Communications, Inc.
Comcast Corp.
Cox Enterprises
JVC Co. of America
Norsat International, Inc.
Pace Micro Technology
Panasonic Communication & Systems
Philips Consumer Electronics Co.
Prodelin Corp.
Quebecor Inc.
R.L. Drake Co.
Rogers Communications Inc.
Sony Corp.
Telesat Canada
Thomson Consumer Electronics
Zenith Electronics Corp.
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