A remarkable milestone has been reached in the European television market: 100 million households now possess at least one television set compatible with the HbbTV standard. This announcement, made by the HbbTV Association, is based on market research by Dataxis. The projected growth trajectory is equally impressive.
Dataxis forecasts predict a continuous increase in HbbTV households, reaching 108 million by the end of 2025 and surpassing 120 million by 2026. This signifies the increasing prominence of HbbTV within the television ecosystem. It is important to note that these figures exclude Russia and Turkey.
“Reaching 100 million homes with HbbTV-compliant TV sets in Europe is a testament to the strength and relevance of the open HbbTV standard. This achievement underscores the entire industry’s commitment to delivering innovative TV services to consumers in a harmonised manner. The mature, stable and proven standard offers broadcasters, advertisers and technology providers new opportunities in the connected TV ecosystem. We look forward to seeing further growth and adoption,” said Vincent Grivet, Chair of the HbbTV Association.
The growth of HbbTV is undeniable. In 2020, only 60 million European households had HbbTV-enabled TVs. By 2024, this number skyrocketed to 97 million, representing a substantial increase in penetration. The anticipated penetration rate for 2024 is 41.3%, climbing to 45.8% this year and exceeding 50% by 2026, with 120 million households projected to utilize HbbTV.
Supported by all major TV manufacturers, the HbbTV standard offers a wide array of benefits, including enhanced content discovery, interactive services, hybrid content delivery, and improved accessibility, solidifying its position as a key player in the future of television.