Television shopping in Western Europe is projected to grow 54% to 6.4 billion euros ($8 billion) in revenue by 2012, according to Screen Digest and Goldmedia.
There are currently 65 TV shopping channels broadcasting 24-hours a day in the region using a variety of different program and technology formats, according to the report, which examines live TV, auction TV,
direct response TV and travel shopping.
With 40 channels and a market volume of more than 1.5 billion euros in 2007, ($1.8 billion), the UK has the biggest and the most competitive TV shopping market in Europe with QVC, Ideal, Shopping Direct and Sit-up TV being the biggest players, according to the report.
Germany is Europe’s second biggest TV shopping market with HSE24 and QVC as the leading players. The UK and Germany are close to market saturation and growth will be moderate in the next five years, the report continued.
By comparison, Italy will enjoy double digit growth
rates with the launch of new TV shopping channels, and the increased take up of digital TV will help the market value of TV shopping to treble in Spain, predicted the study.
The average TV shopping sale per inhabitant in 2007 were about 12 euros ($15) with UK being by far the leading market generating about 25 euros ($31.3) per capita.
