Research: 57 per cent Southeast Asia viewers streaming more OTT video content amidst pandemic

 KUALA LUMPUR, Dec 8 -- The Trade Desk has 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.

This makes OTT one of the fastest growing media channels in the region, according to a statement.

The study, which surveyed usage and viewing habits on OTT platforms in Indonesia, the Philippines, Malaysia, Singapore, Thailand and Vietnam, showed that COVID-19 accelerated OTT adoption.

More than half (57 per cent) of OTT users say they are streaming more OTT content during the pandemic and these habits are likely to continue even after COVID-19 with 73 per cent planning to maintain or increase OTT consumption after the pandemic ends.

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 also showed that OTT has the potential to seriously disrupt traditional primetime TV as the majority of OTT viewers (70 per cent) prefer to tune in between the hours of 8pm-12am, bringing streaming into direct competition with traditional TV for valuable primetime audiences.

In addition, Southeast Asian viewers are also looking to OTT for their favourite content, with 58 per cent tuning in to OTT to watch their favourite programming versus just 48 per cent on traditional broadcast.

As part of this shift, Southeast Asian viewers are willing to embrace ads for free content. Regionally, over 100 million people use ad-supported OTT platforms, with the vast majority of viewers (89 per cent) willing to watch ads in exchange for free programming.

The 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, aged 16+ in September this year.

-- BERNAMA