Study: Mobile access key driver for OTT in Asia
June 27, 2018
Brightcove, a provider of cloud services for video, has revealed findings from its market study, Asia OTT Television Research Report 2018, in partnership with YouGov, an international data and analytics group, and conducted a study that polled 5,000 participants across Hong Kong, India, Indonesia, Singapore, and Thailand.
The purpose of study was to discover how consumers today are responding to OTT TV services, and investigate how viewers typically consume TV media, which platforms and devices they prefer, what factors motivate them to either sign up or unsubscribe, their payment preferences, and their tolerance for ads.
Ben Morrell, General Manager, Asia at Brightcove said, “Today, TV has evolved from a world of limited options to one of almost unlimited choices. It’s disrupting the idea of traditional broadcasting and redefining itself in the process, and streaming is the catalyst for this evolution. The future of TV is OTT and fundamentally, it will be defined by what the viewer wants, exerting a strong influence on how media companies package, deliver, and monetise their content. For consumers, the switch between TV and mobile devices is relatively straight forward. The implication for service providers is, however, much greater. By uncovering country-specific consumer opinions about OTT services and preferences, we aim to provide some insights to our customer base of media companies, to help with their OTT strategy regardless of where they are in their OTT journey.”
Highlights of the research include:
- Thirty-five per cent of viewers polled stated that they spend one to five hours per week watching content, while 21 per cent stated they spend up to six to 10 hours per week.
- Mobile access is one of the key drivers for OTT TV sign-ups and retention for 27 per cent of consumers, given the mobile centricity of Asia markets.
- Twenty-two per cent of consumers stated they do not subscribe to OTT services because they simply do not have the time to watch.
- Twenty-eight per cent said that the value proposition was simply not strong enough for them to subscribe, while 19 per cent said that they were satisfied with existing pay-TV services as a reason for not subscribing.
- Once trial users convert to subscribers, four main factors play a role in their retention: accessibility on mobile, quality of experience on mobile, price, and content library.
- For those that stated that they do not have a current subscription and have never subscribed in the past, the value proposition has to be significantly compelling for these consumers to sign-up: the price point cannot be too expensive, and must be cheaper than existing pay TV services.
- Twenty-nine per cent of viewers polled also stated that free online streaming sites were the preferred platform to watch movies. Movies are the anchor content of these sites.
- Asian consumers are happy to watch one to three ads. With OTT, the consumer general expectation is for more content and less ads, with 23 per cent stating that they would rather pay a lower fee and watch some ads.