57 Percent of Southeast Asian Viewers are Now Streaming More OTT Video Content Because of COVID-19, According to New Research...
December 07 2020 - 09:00PM
Business Wire
73 percent expect to maintain or increase
streaming viewership after the Covid pandemic
89 percent of Southeast Asian viewers will
watch ads in exchange for free programming
Today, The Trade Desk (NASDAQ: TTD) announced new,
first-of-its-kind research in the Southeast Asia market, showing
that 180 million consumers stream eight billion hours of
over-the-top (OTT) content per month across Southeast Asia – making
OTT one of the fastest growing media channels in the region. OTT
services enable viewers to stream professionally-produced video
content over the internet on demand, from any device including
smart TVs, personal computers or mobile devices.
The study, which surveyed usage and viewing habits on OTT
platforms in Indonesia, Philippines, Malaysia, Singapore, Thailand
and Vietnam, showed that COVID-19 has accelerated OTT adoption.
More than half (57 percent) of OTT users say they’re streaming more
OTT content during the pandemic. These habits are likely to
continue even after COVID-19 with 73 percent planning to maintain
or increase OTT consumption after the pandemic ends.
“The pandemic has ushered in an accelerated shift to OTT, and
there’s no turning back. This is not surprising, given that many
consumers have been spending more time at home, and OTT content is
more convenient and more accessible than ever,” said Mitch Waters,
SVP of Southeast Asia, Australia, and New Zealand, The Trade Desk.
“Our research shows, however, that this shift is only going in one
direction. Advertisers understand this. They want to move their
campaigns to reach consumers where they are, and so they can apply
data to video campaigns in ways that are simply not possible via
traditional channels, such as linear TV.”
Underscoring this point, the study also showed that OTT has the
potential to seriously disrupt traditional primetime TV. The
majority of OTT viewers (70 percent) prefer to tune in between the
hours of 8PM-12AM, bringing streaming into direct competition with
traditional TV for valuable primetime audiences. Moreover, nearly
one in five OTT viewers hadn’t watched any traditional TV at all in
the three months prior to the survey. Southeast Asian viewers are
also looking to OTT for their favorite content, with 58 percent
tuning in to OTT to watch their favorite programming versus just 48
percent on traditional broadcast.
As part of this shift, Southeast Asian viewers are willing to
embrace ads for free content. Regionally, more than 100 million
people use ad-supported OTT platforms, with the vast majority of
viewers (89 percent) willing to watch ads in exchange for free
programming.
“As streaming services continue to provide more and richer
streaming content to fulfill growing demand for OTT content, brands
can create engaging advertising experiences that Southeast Asian
viewers are willing to consume,” said Waters. “And with OTT,
advertisers have the opportunity to invest in data-driven
advertising approaches and platforms that will help them succeed in
this new future of TV.”
Key findings from the research include:
- 180 million Southeast Asians use OTT streaming services.
- Viewers stream eight billion hours of OTT per month across
Southeast Asia, with three billion hours in Indonesia alone. Other
top markets include the Philippines (2.2 billion hours
streamed/month), Thailand (1.41 billion hours/month) and Vietnam (1
billion hours/month).
- 57 percent of OTT viewers have increased streaming during COVID
and 73 percent plan to maintain or increase OTT consumption even
after the pandemic. Streaming uptake during COVID has been fastest
in Indonesia, with 66 percent streaming more, 59 percent in Vietnam
and 58 percent in Malaysia.
- Regionally, 17 percent of OTT viewers haven’t watched any
traditional TV in the three months prior to responding to the
survey. That number is higher in the Philippines (22 percent) and
Malaysia (23 percent).
- 89 percent of Southeast Asian viewers will watch ads in
exchange for free streaming content. Indonesia and Philippines are
especially ad tolerant, with the number of viewers willing to watch
four or more ads per hour of free content at 38 percent and 42
percent respectively.
- Advertisers can reach more than 100 million consumers in
Southeast Asia on ad-supported platforms. Ad-supported streaming is
especially popular in Thailand, where advertisers can reach 7 out
of 10 Thai OTT viewers.
Methodology
This report was commissioned by The Trade Desk and carried out
by the world’s leading marketing data, insight, and consultancy,
Kantar. Kantar conducted a survey among 4,500 consumers, ages 16+
in the Philippines, Singapore, Malaysia, Vietnam, Thailand and
Indonesia in September 2020.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize digital advertising
campaigns across ad formats and devices. Integrations with major
data, inventory, and publisher partners ensure maximum reach and
decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA,
The Trade Desk has offices across North America, Europe, and Asia
Pacific. To learn more, visit thetradedesk.com or follow us on
Facebook, Twitter, LinkedIn and YouTube.
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version on businesswire.com: https://www.businesswire.com/news/home/20201207006003/en/
Jennie Johnson The Trade Desk
jennie.johnson@thetradedesk.com
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