As one of the fastest-growing pay-TV markets in Latin America, Peru is aiming to increase penetration from the current 42% to 65%.
Fernando Espinoza, commercial director, Media Networks, speaking to the Peruvian newspaper Gestión, said the industry has managed to reach 1.75 million households so far.
Quality and diverse content will be key to increasing penetration through the next years. “We’re looking for producing unique content, which cannot be found anywhere else,” said Espinoza. “Increasing penetration means increasing viewers. And that’s what the advertiser buys: content that builds an audience.”
According to the executive, the goal is not only to increase pay-TV penetration, but to increase pay-TV’s share in the advertising investment. Currently, pay-TV invoices $4.5 out of every $100 invested by advertisers. By 2021, the share will reach 7%, foresees Espinoza.
Pay-TV’s growth in Peru has been mostly driven by Telefónica’s operation in the country, as the telco’s Movistar TV is the dominating player in the market, owning almost seven in 10 subscriptions.