February 20, 2017

Turkey

General Information (Last Update end 2024)

Market in Volume (source: TVekstra)

• Population: 85.33 mln
• Number of TV households: 26.5 mln
• TV sets installed base: 40.5 mln
• Smart TV installed base: 16.3 mln
• Smart TV installed base: 77% of HH
• Addressable HH on HbbTV devices: 11.5 mln
• Addressable HH on HbbTV devices: 55% of TV HH

Market in Value (source: Dataxis) – Total TV revenues (FTA + Pay TV)

• Total TV network revenues 1,492.7 in mln EUR

Market Structure  (source: Dataxis) – Top Broadcasters by Market Share (% of total TV network revenue)

• TRT 56.5%
• Turkuvaz Media 9.5%
• Dogus 7.4%
• Demiroren 6.3%
• Other broadcasters 20.3%

Addressable TV Market Status 

Addressable TV is rapidly gaining traction in Turkey, driven by the increasing penetration of HbbTV-enabled Smart TVs and a growing appetite among broadcasters to innovate with segmented advertising. As of the end of 2022, nearly 8,4 million households had access to addressable TV through HbbTV-compatible devices, accounting for nearly half of all TV households in the country.

Turkey stands out as one of the most dynamic emerging markets in addressable TV adoption. While Europe’s addressable landscape remains fragmented, Turkey is catching up quickly by integrating technologies such as ACR (Automatic Content Recognition), interactivity, and real-time TV analytics into mainstream broadcasting.

TVekstra is the exclusive addressable TV partner for the Media Groups: Turkuvaz (ATV), Ciner (Show TV), Acun (TV8), Demiroren, Doğuş and TRT, managing technical, commercial, and operational processes for addressable TV advertising.

Unlike more mature markets like the UK with long-standing solutions such as AdSmart, Turkey is defining its own blueprint—one that emphasizes scalability, cost-efficiency, and data-driven creativity in addressable TV. This evolving ecosystem continues to attract both local and global advertisers looking for measurable impact on the main screen (source: TVekstra).

Addressable TV Active Solutions (source: TVekstra)