A summary of the key trends and statistics about one of the world’s most dynamic media markets. The information included in this presentation is for reference only.

1. VIETNAM TV
A MARKET OVERVIEW
A summary of the key trends and statistics about
one of the world’s most dynamic media markets.
The information included in this presentation is
for reference only.
Contact Eric Olander
2nd Floor, Orient Building
331 Ben Van Don, Ward 1, District 4, HCMC
Tel: +84 (0) 903 914 086

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TABLE OF
CONTENTS
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Contact Eric Olander
2nd Floor, Orient Building
1 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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VIETNAM
COUNTRY PROFILE
Vietnam is a highly-educated, increasingly urbanized
country with an enormous population of ambitious
young people.
•Population: 92 million
•45% of the population is under the age of 25
•Households: 22 million
•Urban: 30% of the population and growing
•Literacy: 94%
Contact Eric Olander
2nd Floor, Orient Building
3 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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VIETNAM
THE CONSUMER
Per capita income has surged more than 500% in
less than a generation, creating one of the most
vibrant consumer societies in the world.
• Per capita income: $1300+ (2011 estimate)
• Median age: 28.2 years old
photo
• Average number of children per family: 2
• Household size: between 4-10 people
Contact Eric Olander
2nd Floor, Orient Building
4 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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VIETNAM
MEDIA CONSUMPTION
Although digital media is rapidly growing, television
remains the dominant medium in a country where
the average person watches 3-4 hours per day.
• 92% of population owns a TV
• Mid-day (12:00-13:00) and primetime (19:00- photo
22:00) are most popular TV viewing times.
• Radio listenership in Vietnam’s four largest cities
is falling.
• A 34% of population now connected to Internet
(31 million users)
• World’s 29th largest Facebook population (over
6.3 million accounts)
Source: VNNIC, TNS, SocialBakers.com
Contact Eric Olander
2nd Floor, Orient Building
5 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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THE TV MARKET
KEY PLAYERS
Once limited to a few options, consumers today
can choose from 170 different TV channels
distributed via free-to-air, satellite, IPTV and
cable.
• Vietnam Television (VTV) is the national
broadcaster with nine major networks and
dozens of provincial affiliate stations.
• Vietnam Multimedia Corporation (VTC)
operates five national TV networks, digital
television and one of the world’s first mobile
video subscription services. • VCTV is Vietnam’s largest cable network.
• BTS (Hanoi) and HTV (HCMC) are two of the • K+ is a pay-TV satellite joint-venture between
country’s largest cable operators. France’s Canal+ and VCTV.
Contact Eric Olander
2nd Floor, Orient Building
6 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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THE TV MARKET
PAY TV
Vietnam’s paid-television market is among the Double-digit growth in number of pay TV channels available in
four of Vietnam’s largest cities
healthiest in the world, posting impressive subscriber
growth, an expanding universe of consumer choice
and a surge in advertising revenue.
• Vietnam’s nascent pay TV market now tops four
million subscribers and is forecast to grow 17% a
year through 2015.
• The domestic pay TV sector’s annual market
revenue is expected to grow 25% in 2012 to $2.5
billion.
• The number of channels in Vietnam’s major
markets is growing by double digits (graph)
Source: MHS 2010-2011 survey
Contact Eric Olander
2nd Floor, Orient Building
7 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

8. THE TV MARKET
CABLE TELEVISION
Cable is far and away the dominant pay TV platform
in Vietnam with near universal penetration in several
of the country’s major markets.
Cable dominates in Vietnam’s two leading markets
• A remarkable 88% of the TV population in Ho Chi
Minh City and 86% in Hanoi are cable subscribers
(graph).
• From 2006 to 2011, growth in the cable TV
market has exploded 300% to three million
subscribers across the country.
• Major cable operators now offer between 60 and
100 channels each.
Source: TNS, MHS, GlobalTrade.net
Contact Eric Olander
2nd Floor, Orient Building
8 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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THE TV MARKET
ADVERTISING
Advertising across all media in Vietnam has grown
24% in just two years with the vast majority of those
budgets allocated to TV.
• Television is the preferred vehicle for advertisers,
accounting for 80% of the entire ad market in
2011 (graph)
• With TV ownership rates as high as 92%, TV is the
most effective way to reach the entire population.
• While print advertising suffers elsewhere around
the world, in Vietnam annual growth rates have
been as high as 30%.
• Although radio programming remains popular,
particularly in rural Vietnam, advertising volume
is extremely low relative to TV and print media.
Source: TNS, GlobalTrade.net Source: TNS Adex Service 2010-2011
Contact Eric Olander
2nd Floor, Orient Building
9 of 10 331 Ben Van Don, Ward 1, District 4, HCMC Tel:
+84 (0) 903 914 086

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CONTACT US
Address Google Map
2nd Floor, Orient Building
331 Ben Van Don, Ward 1, District 4, HCMC
Phone Email
+84 (0) 903 914 086 olander.eric@gmail.com
10 of 10

11. THANK YOU
Contact Eric Olander
2nd Floor, Orient Building
331 Ben Van Don, Ward 1, District 4, HCMC
Tel: +84 (0) 903 914 086