1 Dec, 2006
According to an annual market research survey ordered by SES SIRIUS, TV viewing via satellite has increased by 67% in the Baltic countries over the last four years. The research is based on households with at least one TV set a total of 2 680 000 households according to data from the SES ASTRA Baltic Satellite Monitor in 2006.
The survey shows that 41% of TV households in the Baltic countries receive their TV channels via cable (1 100 000 households), 9% via satellite (250 000 households), and 50% watch terrestrial analogue TV (1 320 000 households).
The popularity of pay-TV via satellite is growing; the biggest pay-TV provider in the region is Viasat, which broadcasts all its programming via the SIRIUS satellites and is available to viewers in all of the Baltic countries.
It is good to see that increasing numbers of viewers in the Baltic region are switching from analogue terrestrial to digital satellite TV. The most likely reasons for this are the improved picture and sound quality and, of course, the wide range of TV channels offered. Satellite is currently the only digital TV distribution form that is available throughout the entire region and therefore more convenient. Via SIRIUS and the Viasat package, viewers get access to more than 50 channels, compared to only seventeen channels in the analogue terrestrial TV networks in the Baltic countries, says Daniel Cop, Regional Manager Baltics, SES SIRIUS AB.
Taking the figures for Estonia, 50% (270 000) of households receive TV signals via cable, 10% (50 000) via satellite and 40% (220 000) via analogue terrestrial TV.
In Lithuania the figures are as follows: 33% (440 000) of households receive TV signals via cable, 8% (110 000) via satellite and 59% (790 000) via analogue terrestrial TV. In Lithuania satellite has increased by 120% over the last four years.
Where Latvia is concerned 50% (390 000) of households choose to receive TV signals via cable, 10% (80 000) via satellite and 40% (320 000) via analogue terrestrial TV. There is a tendency to choose the provider that is able to offer high-quality signal reception and a wide range of TV channels. In Latvia satellite has increased by 60% over the last four years.
The research shows that SIRIUS is the leading satellite operator in the region. The figures for brand awareness of different satellite systems in the Baltic region showed that SIRIUS has the highest brand awareness. Approximately 38% of 5 540 000 Baltic inhabitants aged 15+ had heard of the SIRIUS satellite. Among those with satellite reception in the Baltic States, the brand awareness of SIRIUS was as high as 65%.
