MPA Evaluates Growth Drivers For Premium Online Video With Latest Findings From Asia Pacific Video Consumer Study
(Hong Kong/Singapore July17, 2017) Premium online video services have started to gain traction in Asia Pacific but have a long way to go before achieving mass adoption, according to a new report from Media Partners Asia (MPA), a leading independent consulting and research provider. MPA, in partnership with consumer research specialist BDRC Continental, has surveyed more than 15,000 internet users across eight markets for the latest edition of its Asia Pacific Video Consumer Study, which is published twice a year. The July 2017 report covers Australia, Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Taiwan and Thailand.
Take-up of premium online video services, including ad-supported and subscription-based offerings, remains relatively low, the survey suggested, reflecting the early stages of transition for user behavior as well as business development in both developed and emerging markets. Global platforms such as YouTube, now joined by Facebook, are establishing domestic online video strongholds, reaping the rewards of marketplaces that are still largely geared towards ad-supported services. However, the report points to encouraging momentum for subscription and freemium-based offerings in Australia and Hong Kong in particular, as well as early signs of momentum in markets such as the Philippines.
Aravind Venugopal, MPA vice president, said: “Premium content providers with ad-supported and freemium online video services have much to do if they want to cater to mass audiences. Netflix is putting in a strong performance in Australia, and has started to show deeper usage patterns in niche segments across Southeast Asia and Taiwan. iQiyi has also enjoyed a good start in Taiwan. Freemium offerings from local broadcasters are also showing promise. MyTV Super from Hong Kong broadcaster TVB has momentum, while Toggle, from Singapore broadcaster Mediacorp, has attracted a respectable audience. PCCW has managed to scale usage and adoption across its OTT offerings in Hong Kong. In Southeast Asia’s growth markets, actual engagement and usage of ad-supported and subscription-based premium video services is low among internet users, although watch time among engaged users is growing in certain markets. Online video is at an early stage of development in Indonesia, the Philippines and Thailand. While reach has substantially grown for some OTT platforms through wholesale telco partnerships, usage is low, although there is positive momentum in markets like Indonesia.”
MPA’s Asia Pacific Video Consumer Study explored a variety of areas shaping uptake of premium online video services, such as: online video content & genre preferences; net promoter scores for specific services; awareness & use of pirated alternatives; uptake of broadband (fixed and mobile; prepaid and postpaid) and pay-TV subscription plans; device usage & streaming behaviors; reasons behind churn; attitudes towards online video advertising; and a deep dive into individual OTT players in each market.
Other key findings from the report included:
About Asia Pacific Video Consumer Study
Asia Pacific Video Consumer Study is a biannual series from Media Partners Asia (MPA), offering detailed insights into how consumers engage, use and interact with SVOD and freemium online video services in eight markets in Asia Pacific: Australia, Hong Kong, Indonesia, Malaysia, Philippines, Singapore, Thailand and Taiwan. Research for the latest edition of MPA’s Asia Pacific Video Consumer Study, conducted in partnership with BDRC Continental, was carried out between January and March 2017, with a sample size of more than 15,000 internet users across a broad range of demographics. Multiple metrics and indices are covered across consumer, media & telecom ecosystems, including deep-dive analysis across ~100 OTT platforms.
About Media Partners Asia (MPA)
As a leading independent consulting and research provider, Media Partners Asia offers a range of customized services to help drive business development, strategy & planning, M&A, new products & services and research. Based in Hong Kong, Singapore and India, our teams have local depth and expertise across 18 key markets in Asia Pacific and key international territories. We offer in-depth research reports across key industry sectors, customized consulting services and industry events to spread knowledge and unlock partnerships.