TV shopping revenues in Western Europe will grow by 54 per cent over the next five years from Euro 4.2bn in 2007 to Euro 6.4bn in 2012.
There are currently 65 TV shopping channels broadcasting 24-hours a day in the region using a variety of different programme and technology formats to sell their products. This report examines these different formats including live TV, auction TV, direct response TV (DRTV) and travel shopping.The state of TV shopping across Europe varies widely from country to country in the level of development, market volume and growth potential. The report was supported by the European Affiliate of the Electronic Retailing Association (ERA Europe).
There are two key technologies which drive the growth of TV shopping: digitization of TV and broadband internet.
Key findings:
TV shopping revenues in Western Europe set to grow from Euro 4.2bn in 2007 to Euro 6.4bn in 2012.
With 40 channels and a market volume of more than Euro1.5bn (2007), the UK has the biggest and the most competitive TV shopping market in Europe
The UK and Germany are close to market saturation and growth will be moderate in the next five years. By comparison, Italy will enjoy double digit growth rates and the increased take up of digital TV will help the market value of TV shopping to treble in Spain.
The average TV shopping sales per inhabitant in 2007 were about 12 Euros with UK being by far the leading market generating about 25 Euros per capita.
As media markets become increasingly digitized, there's more opportunity for TV and DRTV shopping channels and especially for the specialized channels.
The second key driver that will have a huge impact on the development of TV shopping is the fast evolution of broadband internet bringing video enhanced eCommerce to nearly every household.
In the report:
Description of the live TV shopping / auction TV / DRTV / Travel shopping business models
Overview of the TV shopping / auction TV / DRTV value chains
Analysis of key market drivers
Market profiles with TV market overviews, regulatory issues, TV shopping market overviews and outlook
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