HbbTV has surpassed the 100 million household figure in Europe.
Supported by all major TV manufacturers, the standard, which aims to facilitate content discovery, interactive services, hybrid content delivery and enhanced accessibility, has grown in adoption since its introduction in 2010.
The number of households across Europe (excluding Russia and Turkey) with at least one TV set supporting the technology has passed the 100 million threshold, with the figure expected to reach 108 million by the end of this year, according to estimates by market researchers, Dataxis.
Commenting on the milestone, Vincent Grivet, chair of the HbbTV Association, said, “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.”
Data for 2020 shows 25.9 per cent of 231 million total households across the continent had Hbb TV-compliant set, increasing to 41.3 per cent of a total 236 million by 2024. Dataxis predicts further increases, expecting penetration of 45.8 per cent this year and the milestone 50 per cent to be achieved by the end of 2026.
