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Triple-play subscriptions to quadruple: Study
MUMBAI: More than a quarter of the world‘s TV households will subscribe to triple-play services by 2016, according to Digital TV Research.
The Triple-Play Forecasts report (covering 73 countries) estimates that this is up from only 7.1 per cent penetration at end-2010.
Report author Simon Murray said: “The 2016 3P penetration doesn‘t sound too impressive until you realize that this represents 387 million homes, up from 96 million at end-2010.”
Rapid expansion means that Asia Pacific‘s 3P (TV, broadband and telephony) subscribers will represent 58 per cent of the total by 2016, up from 35 per cent in 2010.
Of the 291 million additional subscribers, 147 million will be in China alone, followed by an additional 24 million in the US, 18 million more in India and 13 million extra in Russia. China will supply 44 per cent of global 3P subs by 2016.
Furthermore, there will be 80 million dual-play subscribers (2P – TV and broadband in this report) by 2016, up from 32 million at end-2010.Global 2P penetration will reach 5.4 per cent by end-2016, up from 2.3 per cent at end-2010.
China (30 million subs) will be the largest 2P country in 2016, followed by the US (13 million) and India (12 million). These three countries will represent 69 per cent of global 2P subs. There will be twice as many 3P cable subscribers (258 million) than DSL/fiber ones (129 million) by 2016 – a four times as many 2P cable subs than 2P DSL ones.
Murray added, “Rivalry for pay TV and broadband subscribers has never been so fierce – and it‘s going to get even more competitive.
Operators are pushing their bundled packages hard to attract new subscribers and to retain existing ones. These operators are not just competing with each other, but they also have to deal with widespread take-up of digital terrestrial TV (with its channel choice often nearly replicating the basic pay offer) and over-the-top (OTT) Internet-delivered video. Furthermore, satellite TV providers are pushing newer services such as DVRs, HD and 3D to differentiate themselves from their fixed line counterparts.”
The effect of all of this competition is reasonably-priced bundles, which increases overall [blended] ARPU for operators but lowers revenues from the component parts: TV, broadband and telephony. So operators will (and have already started to) reduce TV channel choice (sometimes to just what is offered on DTT) and will be more reluctant to pay carriage fees for basic channels. This will impact channels revenue streams. Furthermore, operators are providing faster broadband speeds as standard.
Triple-play penetration will be highest in North America, reaching 46 per cent by 2016, though growth will flatten from 2014. 3P penetration will exceed 50 per cent of TV households in nine countries by 2016, led by Belgium (67 per cent) and Hong Kong (60 per cent). Singapore (21 per cent) will be the dual-play leader.
Triple-play revenues will reach $170 billion by 2016, nearly $100 billion more than the 2010 total. The US will supply $39 billion of the additional revenues, with Japan up by $9 billion and China increasing by $8 billion. China‘s 2016 total will be 10 times its 2010 total.
The US ($87 billion) will account for half of the world‘s 3P revenues by 2016, and the US ($13 billion) will also take half the global 2P revenues by 2016. Global 2P revenues will reach $26 billion in 2016, up by $10 billion on the 2010 total.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
