More than 400 million people now use OTT video streaming services across the Asia Pacific region, with over 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%), the 'OTT is for Everyone APAC research’ report by SpotX found.
In Indonesia, there is a surge in OTT viewing with 79% of viewers in the 18-34 age bracket and 86% of those watching video mostly on their phones.
“OTT has truly hit the mainstream. Streaming video monopolises 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,” said Gavin Buxton, the Asia managing director at SpotX.
“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.’’
Crisela Magpayo Cervantes, principal partner at Mindshare Indonesia added: “We are only scratching the surface of the possibilities in OTT. 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.”
What does the report say?
- Viewers in markets like the Philippines, Indonesia and Australia watched more content on OTT than on TV and other video platforms, spending at least two hours a day.
- 66% of OTT viewers watched content on mobile devices, but smart TV viewership is growing in Australia, Singapore and Vietnam. One in five viewers watched content on smart TVs in those countries.
- 67% of viewers prefer free and ad-supported content and only 23% are keen to pay for an ad-free service. However, 86% of viewers would watch ads for free content, only if there are light ad-loads.
- OTT ads are more appealing to viewers than TV ads in South East Asia countries.
- 35% of OTT viewers in countries like Vietnam, Singapore and Indonesia bought a product after seeing an ad during an OTT programme.