SlideShare a Scribd company logo
1 of 11
VIETNAM TV
A MARKET OVERVIEW
    A summary of the key trends and statistics about
    one of the world’s most dynamic media markets.
    The information included in this presentation is
    for reference only.




                                                       Contact Eric Olander
                                                       2nd Floor, Orient Building
                                                       331 Ben Van Don, Ward 1, District 4, HCMC
                                                       Tel: +84 (0) 903 914 086
www.fbnc.com.vn


TABLE OF
CONTENTS




 For more information please visit:

 www.fbnc.com.vn



                                                    Contact Eric Olander
                                                    2nd Floor, Orient Building
                                      1   of   10   331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                    +84 (0) 903 914 086
www.fbnc.com.vn


VIETNAM
COUNTRY PROFILE
Vietnam is a highly-educated, increasingly urbanized
country with an enormous population of ambitious
young people.

     •Population: 92 million
     •45% of the population is under the age of 25
     •Households: 22 million

     •Urban: 30% of the population and growing

     •Literacy: 94%




                                                                   Contact Eric Olander
                                                                   2nd Floor, Orient Building
                                                     3   of   10   331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                   +84 (0) 903 914 086
www.fbnc.com.vn


VIETNAM
THE CONSUMER
Per capita income has surged more than 500% in
less than a generation, creating one of the most
vibrant consumer societies in the world.

    •   Per capita income: $1300+ (2011 estimate)
    •   Median age: 28.2 years old
                                                                  photo
    •   Average number of children per family: 2

    •   Household size: between 4-10 people




                                                                     Contact Eric Olander
                                                                     2nd Floor, Orient Building
                                                    4   of   10      331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                     +84 (0) 903 914 086
www.fbnc.com.vn


VIETNAM
MEDIA CONSUMPTION
Although digital media is rapidly growing, television
remains the dominant medium in a country where
the average person watches 3-4 hours per day.

   •   92% of population owns a TV

   •   Mid-day (12:00-13:00) and primetime (19:00-                 photo
       22:00) are most popular TV viewing times.

   •   Radio listenership in Vietnam’s four largest cities
       is falling.

   •   A 34% of population now connected to Internet
       (31 million users)

   •   World’s 29th largest Facebook population (over
       6.3 million accounts)
        Source: VNNIC, TNS, SocialBakers.com




                                                                      Contact Eric Olander
                                                                      2nd Floor, Orient Building
                                                     5   of   10      331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                      +84 (0) 903 914 086
www.fbnc.com.vn


THE TV MARKET
KEY PLAYERS
Once limited to a few options, consumers today
can choose from 170 different TV channels
distributed via free-to-air, satellite, IPTV and
cable.
  •   Vietnam Television (VTV) is the national
      broadcaster with nine major networks and
      dozens of provincial affiliate stations.

  •   Vietnam Multimedia Corporation (VTC)
      operates five national TV networks, digital
      television and one of the world’s first mobile
      video subscription services.                              •    VCTV is Vietnam’s largest cable network.

  •   BTS (Hanoi) and HTV (HCMC) are two of the                 •    K+ is a pay-TV satellite joint-venture between
      country’s largest cable operators.                             France’s Canal+ and VCTV.




                                                                                              Contact Eric Olander
                                                                                              2nd Floor, Orient Building
                                                       6   of   10                            331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                                              +84 (0) 903 914 086
www.fbnc.com.vn


THE TV MARKET
PAY TV
Vietnam’s paid-television market is among the                      Double-digit growth in number of pay TV channels available in
                                                                   four of Vietnam’s largest cities
healthiest in the world, posting impressive subscriber
growth, an expanding universe of consumer choice
and a surge in advertising revenue.

 •   Vietnam’s nascent pay TV market now tops four
     million subscribers and is forecast to grow 17% a
     year through 2015.

 •   The domestic pay TV sector’s annual market
     revenue is expected to grow 25% in 2012 to $2.5
     billion.

 •   The number of channels in Vietnam’s major
     markets is growing by double digits (graph)

                                                                                                                Source: MHS 2010-2011 survey




                                                                                                  Contact Eric Olander
                                                                                                  2nd Floor, Orient Building
                                                    7    of   10                                  331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                                                  +84 (0) 903 914 086
THE TV MARKET
CABLE TELEVISION
Cable is far and away the dominant pay TV platform
in Vietnam with near universal penetration in several
of the country’s major markets.
                                                                            Cable dominates in Vietnam’s two leading markets


 •   A remarkable 88% of the TV population in Ho Chi
     Minh City and 86% in Hanoi are cable subscribers
     (graph).

 •   From 2006 to 2011, growth in the cable TV
     market has exploded 300% to three million
     subscribers across the country.

 •   Major cable operators now offer between 60 and
     100 channels each.


                                   Source: TNS, MHS, GlobalTrade.net




                                                                                                         Contact Eric Olander
                                                                                                         2nd Floor, Orient Building
                                                            8     of   10                                331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                                                         +84 (0) 903 914 086
www.fbnc.com.vn


THE TV MARKET
ADVERTISING
Advertising across all media in Vietnam has grown
24% in just two years with the vast majority of those
budgets allocated to TV.


 •   Television is the preferred vehicle for advertisers,
     accounting for 80% of the entire ad market in
     2011 (graph)
 •   With TV ownership rates as high as 92%, TV is the
     most effective way to reach the entire population.
 •   While print advertising suffers elsewhere around
     the world, in Vietnam annual growth rates have
     been as high as 30%.
 •   Although radio programming remains popular,
     particularly in rural Vietnam, advertising volume
     is extremely low relative to TV and print media.

                                         Source: TNS, GlobalTrade.net         Source: TNS Adex Service 2010-2011




                                                                             Contact Eric Olander
                                                                             2nd Floor, Orient Building
                                                             9     of   10   331 Ben Van Don, Ward 1, District 4, HCMC Tel:
                                                                             +84 (0) 903 914 086
www.fbnc.com.vn




CONTACT US
Address                                                       Google Map
2nd Floor, Orient Building
331 Ben Van Don, Ward 1, District 4, HCMC

Phone                   Email
+84 (0) 903 914 086     olander.eric@gmail.com




                                                 10 of   10
THANK YOU




            Contact Eric Olander
            2nd Floor, Orient Building
            331 Ben Van Don, Ward 1, District 4, HCMC
            Tel: +84 (0) 903 914 086

More Related Content

What's hot

Nielsen insights pocketbook 2018
Nielsen insights pocketbook 2018Nielsen insights pocketbook 2018
Nielsen insights pocketbook 2018Duy, Vo Hoang
 
Digital-Mum-Survey-2021_VN_Final-iqy6ue.pdf
Digital-Mum-Survey-2021_VN_Final-iqy6ue.pdfDigital-Mum-Survey-2021_VN_Final-iqy6ue.pdf
Digital-Mum-Survey-2021_VN_Final-iqy6ue.pdfKhnhMinh29
 
Vietnamese oral research
Vietnamese oral researchVietnamese oral research
Vietnamese oral researchDI Marketing
 
TV market in Vietnam
TV market in VietnamTV market in Vietnam
TV market in VietnamDI Marketing
 
[Survey] Vietnamese health consciousness and fitness demand
[Survey] Vietnamese health consciousness and fitness demand[Survey] Vietnamese health consciousness and fitness demand
[Survey] Vietnamese health consciousness and fitness demandQ&Me Vietnam Market Research
 
Báo cáo thị trường truyền thông Việt Nam 2011
Báo cáo thị trường truyền thông Việt Nam 2011Báo cáo thị trường truyền thông Việt Nam 2011
Báo cáo thị trường truyền thông Việt Nam 2011Viet Duong Nguyen
 
[Report] Is TV still important media for Vietnamese?
[Report] Is TV still important media for Vietnamese?[Report] Is TV still important media for Vietnamese?
[Report] Is TV still important media for Vietnamese?Q&Me Vietnam Market Research
 

What's hot (20)

FMCG 2023 Q1
FMCG 2023 Q1 FMCG 2023 Q1
FMCG 2023 Q1
 
Convenience store usage among Vietnamese youth
Convenience store usage among Vietnamese youthConvenience store usage among Vietnamese youth
Convenience store usage among Vietnamese youth
 
Milk drinking behaviors in vietnam
Milk drinking behaviors in vietnamMilk drinking behaviors in vietnam
Milk drinking behaviors in vietnam
 
Nielsen insights pocketbook 2018
Nielsen insights pocketbook 2018Nielsen insights pocketbook 2018
Nielsen insights pocketbook 2018
 
Vietnam retail stats data (HCM, Hanoi)
Vietnam retail stats data (HCM, Hanoi)Vietnam retail stats data (HCM, Hanoi)
Vietnam retail stats data (HCM, Hanoi)
 
Digital-Mum-Survey-2021_VN_Final-iqy6ue.pdf
Digital-Mum-Survey-2021_VN_Final-iqy6ue.pdfDigital-Mum-Survey-2021_VN_Final-iqy6ue.pdf
Digital-Mum-Survey-2021_VN_Final-iqy6ue.pdf
 
Vietnamese oral research
Vietnamese oral researchVietnamese oral research
Vietnamese oral research
 
TV market in Vietnam
TV market in VietnamTV market in Vietnam
TV market in Vietnam
 
Vietnamese consumers' confidence and self-image
Vietnamese consumers' confidence and self-imageVietnamese consumers' confidence and self-image
Vietnamese consumers' confidence and self-image
 
[Survey] Vietnamese health consciousness and fitness demand
[Survey] Vietnamese health consciousness and fitness demand[Survey] Vietnamese health consciousness and fitness demand
[Survey] Vietnamese health consciousness and fitness demand
 
[Survey Report] Vietnam Youth Lifestyle
[Survey Report] Vietnam Youth Lifestyle[Survey Report] Vietnam Youth Lifestyle
[Survey Report] Vietnam Youth Lifestyle
 
Mobile payment in vietnam
Mobile payment in vietnamMobile payment in vietnam
Mobile payment in vietnam
 
Korea / Japan entertainment popularity in Vietnam
Korea / Japan entertainment popularity in VietnamKorea / Japan entertainment popularity in Vietnam
Korea / Japan entertainment popularity in Vietnam
 
Báo cáo thị trường truyền thông Việt Nam 2011
Báo cáo thị trường truyền thông Việt Nam 2011Báo cáo thị trường truyền thông Việt Nam 2011
Báo cáo thị trường truyền thông Việt Nam 2011
 
Kantar Insight Handbook 2019
Kantar Insight Handbook 2019Kantar Insight Handbook 2019
Kantar Insight Handbook 2019
 
Toothbrush and toothpaste usage in vietnam
Toothbrush and toothpaste usage in vietnamToothbrush and toothpaste usage in vietnam
Toothbrush and toothpaste usage in vietnam
 
Vietnamese shampoo usage survey
Vietnamese shampoo usage surveyVietnamese shampoo usage survey
Vietnamese shampoo usage survey
 
Vietnamese shopping on facebook
Vietnamese shopping on facebookVietnamese shopping on facebook
Vietnamese shopping on facebook
 
Loyalty card popularity in Vietnam
Loyalty card popularity in VietnamLoyalty card popularity in Vietnam
Loyalty card popularity in Vietnam
 
[Report] Is TV still important media for Vietnamese?
[Report] Is TV still important media for Vietnamese?[Report] Is TV still important media for Vietnamese?
[Report] Is TV still important media for Vietnamese?
 

Recently uploaded

Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...virgfern3011
 
Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..mathiasanna557
 
One India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduOne India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduDreamTamilnadu
 
Another Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAnother Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAbdul-Hakim Shabazz
 
EED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surchargesEED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surchargesEl Estrecho Digital
 
Anantkumar Hegde
Anantkumar Hegde  Anantkumar Hegde
Anantkumar Hegde NewsFeed1
 
Por estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioPor estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioAlexisTorres963861
 
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...University of Canberra
 

Recently uploaded (8)

Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
Green Aesthetic Ripped Paper Thesis Defense Presentation_20240311_111012_0000...
 
Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..Right to Privacy Case Studies PDF …………..
Right to Privacy Case Studies PDF …………..
 
One India vs United India by Dream Tamilnadu
One India vs United India by Dream TamilnaduOne India vs United India by Dream Tamilnadu
One India vs United India by Dream Tamilnadu
 
Another Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe WhitleyAnother Day, Another Default Judgment Against Gabe Whitley
Another Day, Another Default Judgment Against Gabe Whitley
 
EED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surchargesEED - Profits uncontained. An analysis of container shipping ETS surcharges
EED - Profits uncontained. An analysis of container shipping ETS surcharges
 
Anantkumar Hegde
Anantkumar Hegde  Anantkumar Hegde
Anantkumar Hegde
 
Por estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicioPor estos dos motivos, defensa de JOH solicita repetir juicio
Por estos dos motivos, defensa de JOH solicita repetir juicio
 
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
Light Rail in Canberra: Too much, too little, too late: Is the price worth th...
 

Vietnam TV Market Overview

  • 1. VIETNAM TV A MARKET OVERVIEW A summary of the key trends and statistics about one of the world’s most dynamic media markets. The information included in this presentation is for reference only. Contact Eric Olander 2nd Floor, Orient Building 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 2. www.fbnc.com.vn TABLE OF CONTENTS For more information please visit: www.fbnc.com.vn Contact Eric Olander 2nd Floor, Orient Building 1 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 3. www.fbnc.com.vn VIETNAM COUNTRY PROFILE Vietnam is a highly-educated, increasingly urbanized country with an enormous population of ambitious young people. •Population: 92 million •45% of the population is under the age of 25 •Households: 22 million •Urban: 30% of the population and growing •Literacy: 94% Contact Eric Olander 2nd Floor, Orient Building 3 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 4. www.fbnc.com.vn VIETNAM THE CONSUMER Per capita income has surged more than 500% in less than a generation, creating one of the most vibrant consumer societies in the world. • Per capita income: $1300+ (2011 estimate) • Median age: 28.2 years old photo • Average number of children per family: 2 • Household size: between 4-10 people Contact Eric Olander 2nd Floor, Orient Building 4 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 5. www.fbnc.com.vn VIETNAM MEDIA CONSUMPTION Although digital media is rapidly growing, television remains the dominant medium in a country where the average person watches 3-4 hours per day. • 92% of population owns a TV • Mid-day (12:00-13:00) and primetime (19:00- photo 22:00) are most popular TV viewing times. • Radio listenership in Vietnam’s four largest cities is falling. • A 34% of population now connected to Internet (31 million users) • World’s 29th largest Facebook population (over 6.3 million accounts) Source: VNNIC, TNS, SocialBakers.com Contact Eric Olander 2nd Floor, Orient Building 5 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 6. www.fbnc.com.vn THE TV MARKET KEY PLAYERS Once limited to a few options, consumers today can choose from 170 different TV channels distributed via free-to-air, satellite, IPTV and cable. • Vietnam Television (VTV) is the national broadcaster with nine major networks and dozens of provincial affiliate stations. • Vietnam Multimedia Corporation (VTC) operates five national TV networks, digital television and one of the world’s first mobile video subscription services. • VCTV is Vietnam’s largest cable network. • BTS (Hanoi) and HTV (HCMC) are two of the • K+ is a pay-TV satellite joint-venture between country’s largest cable operators. France’s Canal+ and VCTV. Contact Eric Olander 2nd Floor, Orient Building 6 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 7. www.fbnc.com.vn THE TV MARKET PAY TV Vietnam’s paid-television market is among the Double-digit growth in number of pay TV channels available in four of Vietnam’s largest cities healthiest in the world, posting impressive subscriber growth, an expanding universe of consumer choice and a surge in advertising revenue. • Vietnam’s nascent pay TV market now tops four million subscribers and is forecast to grow 17% a year through 2015. • The domestic pay TV sector’s annual market revenue is expected to grow 25% in 2012 to $2.5 billion. • The number of channels in Vietnam’s major markets is growing by double digits (graph) Source: MHS 2010-2011 survey Contact Eric Olander 2nd Floor, Orient Building 7 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 8. THE TV MARKET CABLE TELEVISION Cable is far and away the dominant pay TV platform in Vietnam with near universal penetration in several of the country’s major markets. Cable dominates in Vietnam’s two leading markets • A remarkable 88% of the TV population in Ho Chi Minh City and 86% in Hanoi are cable subscribers (graph). • From 2006 to 2011, growth in the cable TV market has exploded 300% to three million subscribers across the country. • Major cable operators now offer between 60 and 100 channels each. Source: TNS, MHS, GlobalTrade.net Contact Eric Olander 2nd Floor, Orient Building 8 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 9. www.fbnc.com.vn THE TV MARKET ADVERTISING Advertising across all media in Vietnam has grown 24% in just two years with the vast majority of those budgets allocated to TV. • Television is the preferred vehicle for advertisers, accounting for 80% of the entire ad market in 2011 (graph) • With TV ownership rates as high as 92%, TV is the most effective way to reach the entire population. • While print advertising suffers elsewhere around the world, in Vietnam annual growth rates have been as high as 30%. • Although radio programming remains popular, particularly in rural Vietnam, advertising volume is extremely low relative to TV and print media. Source: TNS, GlobalTrade.net Source: TNS Adex Service 2010-2011 Contact Eric Olander 2nd Floor, Orient Building 9 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086
  • 10. www.fbnc.com.vn CONTACT US Address Google Map 2nd Floor, Orient Building 331 Ben Van Don, Ward 1, District 4, HCMC Phone Email +84 (0) 903 914 086 olander.eric@gmail.com 10 of 10
  • 11. THANK YOU Contact Eric Olander 2nd Floor, Orient Building 331 Ben Van Don, Ward 1, District 4, HCMC Tel: +84 (0) 903 914 086