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Report – Overview of the Ukrainian Market of Pay-TV with All Major Technologies at the End of III-rd Quarter of 2012

Brief: Quarterly Review of Pay-TV market of Ukraine. Penetration. Market shares. Main TelCos. ARPU. Sales offers & marketing policy. Recommendations.
Objective: Evaluation and development of marketing competitive strategy of Pay TV at the national level of Ukraine.

Comprehensive quarterly review of pay-TV market in Ukraine. The report describes in great detail the dynamics of change in the shares of key technologies (paid and pirate satellite broadcasting, analog and digital broadcasting, digital and analog cable, new technologies IPTV / OTT).

It provides the market shares of Ukrainian top providers in each segment, the main drivers (factors) that influence the growth of the market, future changes in technology. The report has data on penetration rates for individual segments of the B2C and B2B (subscribers, revenues, etc.). It also provides an analysis of tariffs and marketing of leading operators. Information provided may interesting for Ukraine and other countries, as an example, and the business case of growth, technological change and the ways to maintain and increase market share by TV operators.At the end of the third quarter of 2012 the penetration of pay-TV access to a package of programs was about 42% …

Among the technologies most popular was Cable pay-TV (its share of about 38% of households).

Terrestrial analog TV was used by about 33% of households. The share of paid and free satellite TV in Ukraine – a little over 20%. It is first time when the segment of terrestrial digital television began to play a significant role, supported by government entities for the purchase and distribution of the subscriber receiving equipment among low-income populations of medium / small cities and rural areas.

The development of subscriber base of terrestrial digital television was mainly due to …..

In some cities continued tightening of competitive activity between the parallel cable networks. Thus, in many multidwell units (multiapartment buildings) of megacities were built and maintained at least 3 parallel cable networks: Kiev (…..), Kharkiv (….), Donetsk (…..), Dnipropetrovsk (….), Odessa (…..).

In the market of satellite pay-TV the main competition is between operators …. and ….. The last is taking steps to ……. This increased competition has become the main reason for the growth of penetration of satellite pay-TV, the target audience for which – the users of free satellite TV.

Promotion of digital television occurred mainly in segments ….. thanks to …..

Cable operators have continued to develop …… For instance, national cable operators …….. in most cities of their presence provided digital broadcast (along with analog). In major cities and regional centers, where the network …… invested in development …..

Most cable operators have continued to develop their own business activities of fixed broadband internet, both on the basis of already built cable networks, and through the construction of parallel data networks (Ethernet, xPON). This enables cable operators to cross-sell each of the services in adjacent markets, and create bundles of services, which gives effect to their business sinergy. The growth of income in the segment of ….. ensured by the …..

Leaders of major segments of the pay-TV market – …….

The inclusion of market regulator, the National Council on TV and Radio in the list of ……

The operators of broadband internet continue to attempt the development of the market of paid access to TV programs. Typically, ……… by provider of data networks.

OTT segment ……

Leading cable operators and Internet service providers, producers of television content considering …….. on the existing subscriber base.


If you plan:

• to increase the market share

• to enter new market;

• to increase the profit;

• to know who are your main direct competitors;

• to determine what caused sales fall / increase;

• to acquire new assets, to invest in the telecom business.


You get an intrument:

• to estimate the total size of the market;

• to assess the dynamics of the penetration of services;

• to assess the market share of the company and its competitors (revenues, customer base);

• to determine the ownership structure of service providers;

• to analyze the selling proposition of the major market players.


1. General conclusions and recommendations

2. Basic Information

2.1. General Information about the Market

2.2. Service Penetration

2.3. Market Structure by Technologies

2.4. Market Structure by Regions

3. Key Market Players

3.1. The Profiles of the Main Players

3.2. The Shares of the Main Operators (Cable TV segment)

3.3. The Shares of the Main Operators (Satellite TV segment)

3.4. New market segments – IPTV, OTT

3.5. The Dynamics of Subscriber Base of the Main Operators

3.6. The Revenues of the Main Operators

3.7. The Evaluation of ARPU

4. Selling Proposition of the Main Market Players

4.1. Entry Threshold

4.2. Tariff Policy

4.3. Marketing Activities.





Dynamics of total market revenues

Dynamics of subscriber base growth of the market

Dynamics of teh market ARPU

Dynamics of the total market penetration in B2C-segment
Market Structure by Technologies
Market Structure by Regions


Rating of the TOP-15 market (cable TV segment)

Rating of the TOP-15 market (satellite TV segment)

Dynamics of subscribers of TOP-15 operators
Dynamics of revenues and financial market shares of TOP-15 operators
The dynamics of ARPU of TOP-15 operators
Companies Mentioned:

Ukrtelecom (OGO!)

Volia (incl.Odeco)
NPO Information technologies
TRK Black Sea
Obshegorodskaya Multimedia Set (OMS)
CHTK Visit
Nikolayev Cable Television
TRK Nadezhda
TRK Everest
TV Com
Vision TV (TM Viasat)
Istil Telecom Ukraine (TM Xtra TV)
New Television Technologies (TM NTV Plus)
Target Audience:

– Government agencies with a need to compare prices across countries

– Global telecommunication operators, especially their managers needing to keep track of new markets and availability of M&A deals

– Associations and Technology Groups

– Corporate librarians for technology companies

– Vendors of telecommunication infrastructure, software and equipment

– Consultancies and Marketing agencies

– Investors, Venture Capital companies, Private Equity Funds, investment banks and financial institutions

Country: Ukraine
Regions: Crimea (including Sevastopol), Vinnytsia, Volyn, Dnipropetrovsk, Donetsk, Zhytomyr, Transcarpathian, Zaporozhye, Ivano-Frankivsk, Kyiv (including Kiev), Kirovograd, Lugansk, Lvov, Nikolaev, Odessa, Poltava, Rivne, Sumy, Ternopil , Kharkiv, Kherson, Khmelnytsky, Cherkasy, Chernihiv, Chernivtsi
Category: Hightech, Telecommunication, Data Transmission, Internet, Radio and Television, Information Technologies, Computing, Integraion Equipment and Servcies, e-commerce, Investments
Themed words:
Pay-TV market research Ukraine
Main players Pay TV Ukraine
Pay TV ARPU Ukraine
Date Published: 15.11.2012
Number of Pages: 56 pages + table attachment with main data.
Language: The report is immediately available in Russian. Please allow 10 days for the English version (free of charge).
Delivery: Electronic (pdf)
Price: Ask!!!