Explosive 1H08 DTV STB Growth In
China September 12,
2008
In 1H 2008, China's digital TV set top box (DTV
STB) shipments reached 11.69 million, up 110.1% YOY. DTV STB revenues
reached 4.18 billion Yuan, up 73.6% YOY. Revenue declines were mitigated by
more expensive high definition STBs. The Beijing Olympics helped spur STB
growth, as DTV viewing was an important aspect of enjoying the Games.
However, in 2H08 and post-Olympics, CCID consulting expects growth to
decline where shipments for the second half will equal the first.
Many vendors.
Changhong enjoyed the highest shipment share for the half, at 13.6%, as
it maintained its performance through 2Q08.
Jiuzhou,
following closely behind at 13.1%, did well both domestically in China as
well as internationally in 2Q08. DVN,
at 11.8% share, and Skyworth, at
10.5%, round out the top four STB vendors. Other vendors listed below
performed well, some have improved their market shares.
1H08 DTV STB Vendor Shipment Shares
source: ccid
consulting, July 2008
Cable TV is still the dominant digital transmission
mode.
However, there has been activity in other modes as well, which affect
corresponding DTV STBs. In 1H08, Beijing, Shanghai, Shenzhen and Tianjin
have launched digital broadcasts, while the cities of Qinhuangdao, Qingdao,
Shenyang and Guangzhou plan to start, but such broadcasts and corresponding
STBs will not be available to the ordinary consumer initially.
For China's satellite DTV, ChinaSat 9 satellite was successfully launched on
June 9, but its live broadcasting policies with broadcasters have yet to be
finalized. Therefore, shipments of satellite STBs have not realized its
potential. In IPTV, China Telecom continues to focus more on this mode, and
has increased its investment of STBs for its customers.
On the digital television front, some vendors such as
Toshiba have launched TVs with
integrated STB functionality that can process DTV broadcast signals. This
will have a negative impact on standalone STBs.
DTV STB
Shipments (thousands)
1H07
1H07 Share
1H08
1H08 Share
YOY Growth
Cable
5,128
92.2%
11,128
95.2%
117.0%
Broadcast
119
2.1%
140
1.2%
17.6%
Satellite
46
0.8%
63
0.5%
37.0%
IPTV
271
4.9%
358
3.1%
32.1%
Total
5,564
100.0%
11,689
100.0%
110.1%
Note: Broadcast DTV STB include those for transit mobile DTVs.
source: ccid
consulting, July 2008
STB focus mostly in China's developed, urban areas.
STB sales are mostly focused mostly in China's more
urban areas of the North, East and South regions, which have the benefit of
more advanced economies, larger populations, and more developed SARFT
specifications. (SARFT stands for China's State Administration of Radio Film
and Television.) In 1H08, cable DTV users in Guangdong, Jiangsu, Guangxi and
Zhejiang increased rapidly, as China's South and East regions had the
largest STB shipments.
1H08 DTB STB Shipment Share by China Region
source: ccid
consulting, July 2008
For more information
Please
contact us for these and
other China-related data, information and products.
Unless otherwise specified,
all information provided is sourced from CCID Consulting.
