The triple-play bundle plays an important role in the success of
services penetration and its impact is accelerating, according to
market research firm Digital TV Research. Findings from their most
recent research on bundling found that
triple-play subscriptions will reach 400 million globally by
2017, an increase of nearly 300 million from year-end 2011, and
380 million higher than 2007.
This research also points to the important role that triple play
bundles play in the penetration of video services. "The number of
triple-play households will overtake the standalone TV total in
2013. The standalone TV total will begin to decline from 2016 as
homes convert to bundles," says the report's author Simon Murray.
"So 61% of cable and DSL/fiber TV subscribers will pay for
triple-play bundles by 2017, up from 38% in 2011 and only 21% in
2007," he continued. "By way of comparison, the standalone TV
proportion will fall from 63% in 2007 and 49% by end-2011 to only
27% by 2017."
Examining competing triple-play service providers, cable will
still account for nearly 2/3 of subscribers by 2017, according to
Digital TV's forecast. However, triple-play penetration will remain
higher in DSL and fiber homes (81% by 2017) than in
cable homes (54%), the market research firm reports.
In terms of revenues, triple-play subscriptions will produce
$149 billion by 2017, Digital TV Research forecasts. At $59
billion, the U.S. market will account for 40% of the global total,
followed by Japan at $13 billion, China at $12 billion and Canada
at $10 billion. The U.S. market will provide $32 billion of the
overall $93 billion increase between 2011 and 2017, with Japan and
China each adding another $10 billion.
For research purposes, Digital TV Research defines a triple-play
bundle as homes subscribing to TV, broadband
and fixed telephony services. The firm's figures include cable,
DSL and fiber network operators, but exclude satellite TV providers
that offer double and triple-play subscription service bundles.
CHR Solutions clients have had significant success with
bundling. This research validates this success in the marketplace
and reinforces strategies that include bundling for the long