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Govt steps helping APEJ STB market, global sales may expand at 7.5pc CAGR

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MUMBAI: Owing to increase in penetration of television and TV services within rural areas as well as urban areas, the set-top box market will receive a boost all across the APEJ region. Disposable incomes are on a rise in India and China, and this is helping the set-top box (STB) market turnover to grow, according to Reportlinker study. In China and India respectively, governments have taken initiatives to focus on HD pictures, HD channels and decline in TV prices. This has led to the growth of the set-top box market in the APEJ region.

The global set-top box market is estimated to be valued at US$ 22,269 million in 2017 and is projected to reach US$ 46,091 Mn by 2027 end. Sales revenue is expected to increase at a CAGR of 7.5 per cent during the forecast period (2017–2027), the Reportlinker report added.

Increasing demand for TVs from rural areas boosting the set-top box market in the APEJ region: Due to increase in penetration of television and TV services within rural areas as well as urban areas, the set-top box market will receive a boost all across the APEJ region. In the Asia Pacific region, consumers are more aware about the features, quality and pricing of the set-top box, helping the market achieve greater growth and acceptability.

Increasing demand for IPTV STBs is fuelling the market for set-top boxes in North America: Increasing demand of 4K TVs is expected to provide support to the growth of the set-top box market in North America. It has been observed that the demand for IPTV based services has increased by 12 per cent and operators are viewing IP-based services as an opportunity to differentiate their products. IP transmission recording features and higher storage specifications are anticipated to support steady revenue growth of the North America set-top box market.

Domestic production and low-cost products hampering the market growth in APEJ: In the Asia Pacific region, domestic production of set-top boxes by local companies is leading to an increase in price competition with global set-top box manufacturers. Emerging companies are acting as competitors to the established players in the market, thus making the smooth operation of this market difficult.

Focus on HD videos and powerful interfaces with technology a growing trend in the global set-top box market: It has been observed that set-top box vendors are focussed on supporting devices that enable seamless rendering of high-quality video on a powerful user interface and set-top box vendors have started manufacturing operation systems and app based set-top boxes. The global market is moving towards the 4K android customised set-top box and smart set-top boxes. It has been observed that in the past few years, set-top box manufacturers have shipped a large number of 4K set-top boxes in the APEJ region, and consumers are more aware about the technology and features of set-top boxes in this region.

Flexible policies and government support encouraging the use of set-top boxes in the APEJ regional market: In November 2015, the Chinese government banned 81 third party apps that allow users to turn television sets into internet streaming devices. The Chinese State Administration of Press, Publication, Radio, Film and Television proposed a rule for governing set-top boxes. In China and India respectively, governments have taken initiatives to focus on high definition pictures, towards HD channels and decline in TV prices. This has led to the growth of the set-top box market in the APEJ region. Manufacturers in this region have also utilised e-commerce retailers such as Alibaba, Ali Express, Amazon, Flipkart etc., and this has propelled the growth of this market.In terms of value, the North America set-top box market is projected to be the most attractive regional market in the global set-top box market during the forecast period

However, the APEJ market is also poised to register high Y-o-Y growth rates throughout the forecast period. In terms of value, APEJ is anticipated to register a CAGR of six per cent during the forecast period. In 2016, the APEJ market was valued at US$ 6,067.4 Mn and is expected to witness sustained growth in terms of revenue throughout the forecast period.

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