What is international market penetration?

Market penetration refers to the number of customers, households or business that have taken up a product or service offer. For example, we might say in the Australian market, subscription TV has a relatively low penetration rate of 25%. This means that 25% of Australian households have subscribed to pay TV services. In other Words, market penetration is a measure of a company or brand's ability to convert customers in a given market.

By logical extension, international penetration refers to a company's ability to penetrate given international markets.