Home Market YouTube tops popularity charts for on-demand video streaming in APAC

Residents of the Asia Pacific region, including Australia, on average spend around six hours a week watching TV and, despite the prevalence of on-demand video, 83% still watch TV via broadcast TV channels.

In its latest survey of 15,000 people across the APAC region, global Internet-based market research firm, YouGov, says 59% of respondents watch on-demand content via TV, 61% watch via desktop/laptop computers, and 56% watch via mobile devices.

And, according to YouGov, YouTube is the most popular on-demand video streaming service in most APAC markets, except for China.

Among those who have been using on-demand video streaming services in APAC, 7 out of 10 (72%) use YouTube, which the survey revealing its popularity is far ahead of the next ranked service provider, Google Play, at 31%.

YouTube and Netflix are not available in China where the majority of respondents use YouKu (74%) and WeChat (60%).

According to YouGov, there’s close to 20% of respondents in APAC (19%) who admit that they use Web links or torrent sites to view content such as TV dramas/ movies/sponsors on their computer, tablet, smartphone or TV.

And, the market research company says the key drivers are that it’s free of charge (49% said this) and that this method provides timely and up-to-date content (49%).

In addition, the proportion of APAC viewers using Web links or torrent sites is the highest in the Philippines (31%).

Awareness of Netflix is low across the APAC region, but intent to subscribe is high in China.

Nevertheless, despite high awareness across the region, 35% of APAC respondents are not sure whether they will subscribe to Netflix or not and 26% of APAC respondents say they will subscribe to it . Only 11% of APAC respondents say they have already subscribed to the service.

While the Netflix trend is quite similar across APAC countries, Australia is the exception, where Netflix has been operating for a longer period, and 34% of Australians have already subscribed.

In Indonesia, the Philippines and China, more than 40% of respondents in each country say they will subscribe to Netflix, which YouGov says is “way higher” than the other countries in Asia Pacific.

Here’s what YouGov says its survey of the APAC region also revealed:

•    Most people watch online streaming video via smartphone at home using fixed broadband.

•    Looking at the devices respondents use most often to watch online streaming video, 32% use smartphones, 31% use TVs, 26% use PCs, while only 11% use tablets. In terms of location and connection, 8 out of 10 respondents stay at home and 65% of respondents use fixed broadband to watch online streaming video most often.

•    Across APAC, Netflix is most welcomed in the Philippines and China.

On a scale of 1 (not welcome) to 10 (very welcome), consumers in APAC generally welcome the Asia launch of Netflix, scoring 7.8 on the scale, with the highest mean score found in the Philippines (8.5) and mainland China (8.1), and the lowest mean score found in Hong Kong (7.1). More than 3 in 5 respondents (63%) think the launch of Netflix in APAC will have a positive impact on the media industry and Pay TV operators as it allows more competition in the industry and it will trigger better quality of service provision.

And among those who have already subscribed to Netflix, 76% think Netflix provides good overseas content.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).


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