Connected consumers across APAC are watching more video content than ever before, according to the findings from Kantar TNS’s Connected Life study into the behaviours of internet users across the globe. The study shows that people are consuming a wide variety of online video – from online TV or subscription services like Netflix, to free video on platforms such as YouTube and via social content that appears in their social feeds.
Rising internet connectivity has driven an increase in content consumption, with internet users watching an average of 1.6 hours of online video content daily. Singaporeans are the most active, consuming two hours daily, followed by Taiwan at just over an hour and a half.
The results reveal that traditional, live-broadcast TV content is still alive and well, with 77% of connected consumers in Asia Pacific still tuning into traditional TV, watching on average of two hours a day. At around 2.2 hours per day, Taiwan surpasses the regional average. This online video consumption is incremental, meaning that people are watching it in addition to their existing TV viewing habits.
ZoëLawrence, APAC Digital Director at Kantar TNS, says: “The Connected Life study shows that there is a strong appetite for video content online, consumed when and where people want to watch it. Brands should no longer think about targeting traditional TV primetime, but identify ‘primetime’ for their brand.”
Connected Life data showed that free online video, such as YouTube, is watched by a large proportion of connected consumers daily, with Cambodian internet users watching the most at 94%, followed by Hong Kong (84%) and Taiwan (78%). In APAC, two thirds (62%) of people online are also watching videos that appear on their social feed, either from brands, news sources or their friends, and in Taiwan the proportion rises to 77%.
Connected consumers in mobile-first markets are consuming a lot of video in this way, with 93% of internet consumers in Cambodia watching social video daily, 80% in Malaysia and 69% in Vietnam. Digital channels are allowing one in three (32%) connected consumers to access on-demand channels, allowing them to catch up on broadcast TV content online. Some are also using paid-for subscription services such as Netflix, viewed by 11% daily across the regionand 15% in Taiwan.
The type of content that people are seeking out is also evolving. Popular video content no longer has to be professionally produced, with one in three (33%) connected consumers saying that most of the content that they watch online is produced by ‘people like me’ or celebrities. People are also open to video content from brands. At 46%, the proportion of Taiwanese connected consumers who view brand video content on a weekly basis is well above APAC’s 27%.
And many might assume it’s only young people who are spending a lot of time watching online content; but older folks it seems aren’t being denied. The results revealed that 55–65 year-olds in emerging markets in Asia Pacific* watch an average of 1.4 hours of content in comparison to 1.7 hours for those aged 16 - 24, highlighting how these channels can be used to reach a broader, more inclusive group.
ZoëLawrence continues: “There’s been an explosion in the consumption of online ‘on-demand’ viewing across Asia Pacific, creating new media moments that didn’t exist in a traditional marketing world. Online video provides brands with an opportunity to tell their story in a different way; we’re seeing a lot of brands succeed with long-format video and also great creative work that overcomes some of the challenges of video in a social feed. If the content is good enough, people will watch it. Brands now know that simply putting their TVC online will not work; they need to develop content that works well within the context of the online channel they are using.”
*APAC emerging markets: Cambodia, China, India, Indonesia, Myanmar, Malaysia, Philippines, Thailand, Vietnam.
Infographic available here: http://www.tnsglobal.com/sites/default/files/consumers-asia-pacific-watching-online-video-content-daily.pdf
About Connected Life
Connected Lifeis a leading global study of the digital attitudes and behaviours of 70,000 internet users across 57 countries. It uses comprehensive analysis of how connectivity changes people’s behaviour to address the big challenges for marketers. It does so by looking in detail at consumers, connections, content and commerce, providing the strategic guidance needed to keep, engage and influence the people that matter. The fieldwork was undertaken in all markets between June and September 2016.
For further information, visit www.connectedlife.tnsglobal.com
About Kantar TNS
Kantar TNS is one of the world’s largest research agencies with experts in over 80 countries. We provide actionable insights to help companies make impactful decisions and drive growth.
With expertise in innovation, brand and communication, shopper activation and customer relationships we help our clients identify, optimise and activate the moments that matter to drive growth for their business.
We are part of Kantar, one of the world’s leading data, insight and consultancy companies.
Find out more at www.tnsglobal.com
About Kantar
Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.
For more information:
Hannah Nicholl, hannah.nicholl@tnsglobal.com