Total streaming minutes measured across AVoD, SVoD and live streaming platforms increased to ~53 billion in Q2 2021, representing a ~2.3 billion net quarterly growth in minutes, according to a report published by Media Partners Asia (MPA).
The report, titled Taiwan Online Video Consumer Insights & Analytics, leverages MPA’s proprietary AMPD Research platform to measure and analyse streaming media consumption across VoD services on mobile devices.
YouTube, Line TV and Yahoo TV lead consumption. YouTube led the online video category with a 70 per cent share as MAUs reached 16 million versus 14 million in Q1. AVoD player Yahoo TV and freemium platform Line TV were in second and third place respectively in Q2 with a 7 per cent and 3 per cent share of streaming minutes.
Total streamed minutes across SVoD and freemium categories reached 10 billion in aggregate during Q2. SVoD platforms contributed 16 per cent of the pie, led by Netflix. In the freemium category, Line TV, LiTV and iQIYI Taiwan were the most streamed services. SVoD adoption continues to grow with total paying subs reaching 3.4 million in Q2 2021 versus 3 million in Q1 with the average household subscribing to 2.9 services. Netflix led with close to a 20 per cent share of paying subscribers.
Commenting on the report, MPA senior analyst Adrian Tong said: “Netflix’s performance is attributable to its increasing focus on Asian content offerings (i.e. Korean and Japanese, local Taiwanese and Chinese content), while consumption of its US content remains strong. iQIYI’s growth remains driven largely by Chinese and Korean dramas. Separately, during Q2, promotional offerings that granted free 14-30 day access to premium content were launched by multiple SVoD platforms including Friday, MyVideo, KKTV, Line TV and CatchPlay+. These promotions were intended to help limit community spread of Covid by encouraging people to consume content at home. As a result, a number of platforms experienced a healthy spike in their subs base by the upselling and gifting of TVoD vouchers.”