Traditional TV services powered by satellite may provide new opportunities for broadcasters
New approaches to viewing services are attracting and captivating the millennial
and Gen-Z generations post 2020. Channels powered by satellite are introducing
new forms of entertainment through traditional TV, effectively expanding their viewership and gaining widespread appeal.
Younger viewers are growing
Traditional television has always been a mainstay for older generations. Most viewers of traditional television are from the baby boomer and Gen X generations, while streaming services have appealed to millennials and younger generations. However, the past two years have seen linear television viewership numbers growing across all ages. What’s more surprising is that linear viewership has increased when out of home viewing is taken into account.
This growing subset of younger viewers does not indicate a complete shift away from streaming services such as Netflix but implies that these generations are adding linear TV viewing to their entertainment schedules. Part of the reason for this includes the number of live events being broadcast, such as sports channels and the likelihood of new and exciting content distributed through satellite.
One such recent development that encapsulates both of these aspects is the recent addition of ESR 24/7 Esports Network, the first 24/7 linear video gaming channel in Europe. The network, which was previously only available in the United States, offers unique content consisting of competitive video games, gaming events and more. Through Eutelsat’s flagship 13° East HOTBIRD position, the European launch demonstrates linear TV services’ ability to reach younger generations with exciting new channels.
A growing opportunity for new channel genres
Satellite linear distribution continues to grow as a complementary means for new channels and genres to reach new markets. Many channels and content offerings use satellite to reach a broad audience and proof their channel concepts. Of course, satellite broadcasting offers many advantages, such as:
- Global coverage
- High-speed accessibility
- Location independent
- Vast bandwidth availability
- Instant installation and deployment
However, the three primary reasons why satellite is such an ideal medium for groundbreaking channels is due to the unique advantages of greater exposure, enhanced accessibility and better scaling opportunities for new channels.
Greater exposure and better reach
Satellite remains unchallenged when it comes to its ability to reach vast amounts of viewers quickly and effectively. Unlike terrestrial-based solutions, satellite connectivity does not need extensive local infrastructure to operate, which means it can cover any area instantly. The satellite’s reach effectively enables broadcasters to access any region, country or continent, immediately and with no gaps.
New channel genres and broadcasters can thus use satellite to gain the sentiment of large swathes of a population and proof their ideas based on popular demand without worrying about accessibility.
Distributing a channel through satellite connectivity increases a broadcaster’s ability to make their content accessible to operators worldwide. Satellite’s superior reach and reliable signal allow operators to pick up the digital feeds of broadcasters in different countries, enabling new channels without dedicated infrastructural support.
Cost-effective, scalable and reliable
Finally, satellite distribution offers flexibility to broadcasters in scaling up or down according to their bandwidth needs. Satellite solutions are incredibly cost-effective, as they maximize the route to market by delivering to all networks simultaneously, such as DTH, cable, DTT and IP. It further reinforces this advantage by not tying its cost with the number of expected viewers. At a threshold of around 50 000 viewers in the Western Europe market (according to Eutelsat analysis), a satellite becomes more cost-efficient than terrestrial networks in the long run.
A view of the future
Innovative TV channels such as the ESR 24/7 Esports Network only further promote satellite linear distribution for new channel genres. The coverage, reliability and cost-effective nature of Eutelsat’s 13° East HOTBIRD position enable new channels and content offerings to access broader markets and better distribute their content to operators worldwide.
Satellite provides attractive opportunities for broadcasters and new channels to multiply and diversify their distribution. In the case of ESR, Eutelsat’s HOTBIRD gave them access to over 135 million TV households to better appeal to the 1.8 billion millennial and growing Gen Z consumer market.
If you would like to find out more about the unique opportunities that satellite provides, or would like to find out more about Eutelsat’s satellite solutions for television broadcasters, visit our website, or contact us today.