SpotX, a video advertising platform, reported that nearly 400 million people now use video streaming services across the Asia-Pacific region.
The ‘OTT is for Everyone APAC’ research examines OTT video consumption trends and advertising receptivity in the APAC region, covering Indonesia, the Philippines, Vietnam, Thailand, Singapore, Japan, and Australia. Each market includes in-depth audience profiles, viewing behavior, and advertising impact and effectiveness analysis, along with comments from platform providers and advertising agency executives.
OTT services allow viewers to stream video content over the internet, from a multitude of devices including smart TVs, personal computers, or smartphones. SpotX said the aim of the report is to provide advertisers and media owners with an enhanced understanding of the trends driving OTT viewership in the Asia-Pacific region.
“OTT has truly hit the mainstream,” said SpotX Asia Managing Director Gavin Buxton. “Streaming video monopolizes attention and smartphones dominate attention in Southeast Asia. This creates a distinct and unique OTT ecosystem where viewers can choose from a diverse mix of global, regional, and local players who offer world-class local and international content.
“New consumers are coming online for the first time, and existing ones have increased their content consumption during the pandemic. The estimated reach of active OTT viewers in APAC is 392 million people, larger than the population of the United States.’”
The key findings from the research were:
- Over two-thirds (69%) of video viewers in the region watch streaming video at least once a week. The top three markets for OTT viewing were Singapore (91%), Australia (81%), and Indonesia (76%).
- A majority of OTT viewers watch more than two hours of content a day, often out-stripping traditional TV and video-sharing platforms. The leading markets for OTT consumption are the Philippines, Indonesia, and Australia.
- Of OTT viewers across the region, 66% spend the most time streaming video on their mobile devices, with developing countries taking the lead. However, smart TV viewership is growing quickly, especially in Australia, Singapore, and Vietnam, where at least one in five video viewers stream through a smart TV.
- Most video viewers (67%) prefer to watch free, ad-supported content versus only 23% who prefer to pay for an ad-free service. There is also a clear acceptance of ads in exchange for viewing free content, with 86% of viewers saying they don’t mind watching ads – provided the ad loads are kept light.
- Streamers say that OTT ads are more effective than TV ads at attracting their attention across Southeast Asian countries.
- OTT ads are driving purchase behavior. More than one-third (35%) of OTT viewers report making a purchase after seeing an ad during an OTT program. The leading markets were Vietnam, Singapore, and Indonesia.
The research showed that Indonesia, the largest and fastest-growing market in Southeast Asia, has seen a surge in OTT viewing with 79% percent of viewers in the 18-34 age bracket and 86% of those watch video mostly on their phones.
“We are only scratching the surface of the possibilities in OTT,” said Crisela Magpayo Cervantes, Mindshare Indonesia Principal Partner. “Not only have users grown due to the stay-at-home regulations, but it is a habit that Indonesians will continue to pursue post-pandemic.
“Local original series and movies, Korean drama, and sports are driving OTT growth as are different acquisition strategies, through telco partnerships, and new funding models.”
The research was undertaken by Singapore-based research firm Milieu Insights, which conducted a quantitative survey of 7,000 people across eleven markets. People were surveyed by an online panel, and were 16 and older, and watched video content on any device.