Addressable advertising initiatives have enabled a scaling up of HbbTV, according to Dataxis.
The researchers estimate that over half of all European households will be reachable on HbbTV by 2026.
By the end of the year, an estimated 97 million unique households in Europe (excluding Russia, Belarus, and Ukraine) will be reachable on HbbTV interfaces. This number is growing rapidly as more households across the region acquire Smart TVs, with most new sold TV sets in Europe supporting the HbbTV standard.
“Our projections indicate that the number of households reachable via HbbTV will grow at a compound annual growth rate of 17% from 2020 to 2026,” says Ophélie Boucaud – Principal Analyst at Dataxis. “By the end of this period, 120 million European households are expected to have at least one connected HbbTV television. This means that in just two years from now, half of all European households will be reachable on HbbTV standards.”
While over half of European households have been defined as reachable, the installed base of HbbTV devices is much greater as households can be equipped with several TV sets, and more devices have been sold than are currently in use.
