North America to Remain the Largest Multiplay Service Market through 2023

LONDON — The number of multiplay households in the Americas subscribing to double, triple or quadruple play service bundles reached an estimated 142 million in 2018, equating to a household penetration of 43 percent, just behind Europe with 48 percent, according to GlobalData, a data and analytics company.

Africa and Middle East, with a household penetration level of 5 percent, is the region exhibiting the lowest multiplay adoption. At a sub-regional level, however, there is a great disparity in terms of multiplay service adoption within the Americas, with penetration of households reaching 30 percent in Latin America compared to 61 percent in North America as of the end of 2018.



“Robust fixed broadband infrastructure and extensive network coverage have led to a greater adoption of multiplay services in North America," says Eulalia Marin-Sorribes, technology analyst at GlobalData. "In addition, discounted pricing adopted by operators and the inclusion of value-added services as part of multiplay bundles have also played an important role, helping to rise adoption levels historically. However, market maturity and declining customer interest in linear pay-TV amid the proliferation of over the top (OTT) video applications have started to slow down adoption in more recent years.”