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    Online Video Surpasses Traditional Broadcast Viewing in Singapore for First Time

    Singapore had the highest rate of online viewers who do not watch traditional broadcast television at 18 percent.

    By Harold Henry - Oct 23, 2020
    Online Video Surpasses Traditional Broadcast Viewing in Singapore for First Time

    Image by Edward Jenner via Pexels

    Online video streaming has become the go-to method for Singaporeans with new research from Limelight Networks finding the average watch time clocking in at 8 hours, 42 minutes per week on average. That’s nearly an hour higher than the global average of 7 hours, 55 minutes per week.

    With most consumers staying at home during the pandemic, video viewing in Singapore increased by 14 percent in the past year. This is according to the “State of Online Video 2020,” a report commissioned by Limelight Networks, to understand consumer perceptions and behaviors around online video.

    The report is based on responses from 5,000 consumers in France, Germany, India, Indonesia, Italy, Japan, Singapore, South Korea, the United Kingdom, and the United States, ages 18 and older, who watch one hour or more of online video content each week.

    The U.S. had the highest level of traditional broadcast television viewing at 8 hours and 55 minutes per week. Singapore had the highest rate of online viewers who do not watch traditional broadcast television at 18 percent.

    How many total hours of video content do you watch on broadcast, cable, or satellite TV each week?

    “Online video demand has clearly accelerated in Singapore this year, especially with so many people turning to video for entertainment, information, and communication as they spend more time at home due to COVID-19,” said Edwin Koh, Director of Southeast Asia at Limelight Networks.

    “Our research shows that with the rise in viewers and subscriptions, it is critical that content providers have the right combination of the content consumers want, the infrastructure to scale to meet demand and technology to give them the best possible viewing experiences.”

    Highlights from the report:

    • Staying home drove streaming subscriptions. In Singapore, nearly 4 in 10 subscribed to additional streaming services in the last 6 months, with the primary reason being that people are spending more time at home due to COVID-19 (36 percent). The second-largest driver of new subscription purchases (22 percent) is the availability of new content.
    • Consumers are price cautious. More than half (55 percent) of Singaporean consumers will cancel a streaming subscription due to high prices, higher than the global average of 47 percent. Furthermore, almost 3 in 10 Singaporeans (29 percent) admit to sharing login information or using someone else’s account. Password sharing is highest in Indonesia, with 58 percent of people admitting to sharing credentials.
    • TV shows and movies are the most popular content. Movies are the most commonly watched content in Singapore, with people watching on average four hours and 24 minutes per week. This is closely followed by TV shows, with Singaporeans watching an average of four hours 24 minutes each week.
    • User-generated content viewing surges. Globally, watching user-generated content has doubled over the past year to an average of four hours per week. In Singapore, YouTube dominates as the most preferred platform for watching user-generated content (68 percent), followed by Facebook (12 percent).
    • Delays are a dealbreaker. Most Singaporeans (66 percent) said they would be more likely to stream a live event if it is not delayed from the live broadcast.

    You can read more from the report’s findings here.

     

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