Brightcove, a provider of cloud services for video, has released findings from its market study, Taiwan OTT Television Research Report 2018, in partnership with YouGov, an international data and analytics group, and Cleeng, the video eCommerce platform.
Based on an online survey with 950 respondents, the study highlighted trends in video consumption, preferences towards cable TV and OTT TV services, motivators that drive pay TV and OTT TV adoption, and payment preferences in Taiwan.
With 6.5 million subscribers, Taiwan is one of the markets with the highest pay-TV penetration rates in Asia. The research uncovered that the perceived value of pay-TV versus OTT is fundamentally different. The majority of consumers report they originally subscribed to their pay-TV service for a wide range of channels, compared to OTT, where users report originally joining for specific content. Up to 80 per cent of viewers in Taiwan would consider signing up for OTT services, if offered via their pay-TV operators. Only 20 per cent of viewers are currently subscribed to OTT TV services. When it comes to payment preferences, for both pay-TV and OTT consumer want more flexibility to cancel their subscription at any time.
Ben Morrell, Vice President, Asia at Brightcove said, “With pay-TV businesses elsewhere in Asia continuing to lose subscribers, this research suggests the high potential of OTT TV becoming a successful extension to the pay-TV business in Taiwan. Providing a robust library of content at attractive price points, with the flexibility to cancel anytime seems like the right combination that both pay-TV and OTT TV service providers need to get right. Brightcove is actively playing an integral part of the expansion of television online across Asia and globally, with hundreds of media companies using our platform. Thus, we have the insights into how media companies are solving common problems today that will impact their future plans.”
Summary of the research:
Pay-TV research findings
OTT TV research findings