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2/12/13

Media Technology: Netherlands lead new media tech adoption, adspend

Western Europe leads in the adoption of new media technology, according to a report by ZenithOptimedia that combines the absolute size and percentage of total adspend taken by internet expenditure in the world’s top 19 digital markets, looking at smartphones, tablets and connected TVs.

Despite the continued economic troubles in Western Europe, the top five markets in 2012 (Norway, France, Netherlands, Sweden, Denmark) were in Western Europe. The highest-ranked market from outside Western Europe was Canada, in sixth place. Australia, in seventh place, was the highest-placed market from Asia Pacific, while Hungary was the highest-placed from Central & Eastern Europe, at 16th. Brazil, at 17th, is the only Latin American market in the top 19.

By 2015, ZenithOptimedia expect the Netherlands to take the top position thanks to its extremely rapid adoption of IPTV, which broadband providers are competing to offer as a value-added service to take advantage of new fibre infrastructure. The swift growth of IPTV has already started eroding the number of subscribers to cable and satellite TV. The report estimates IPTV will be in 91 percent of Dutch homes by 2015, compared to 27 percent in 2012 and 10 percent in 2010. The second-ranked market for IPTV, Canada, is expected to have 69 percent penetration in 2015. By that year, the top five digital markets are predicted to be the Netherlands, France, Ireland, Norway and Canada.

Read more: W Europe, Netherlands lead new media tech adoption, adspend - Telecompaper

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