Asia-Pacific continues to be a booming OTT economy across the region. But, while several countries in the region are considered “mature markets,” many remain in the “emerging market” category. That diversity can be confusing to companies looking for strategies to guide content options and their deployment of OTT services.
Brightcove this month released a new research report that should help, The 2019 Asia OTT Research Report, which it conducted with global public opinion and data company YouGov. The report polled 9,000 participants in Hong Kong, India, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam. The report helps uncover insights into consumer preferences around OTT services, including subscription tiers and motivators driving subscriptions; how much consumers are willing to pay; their tolerance to advertising and ad-supported subscriptions; and, openness to a shoppable TV experience post-programming.
Content, not surprisingly, was a major focus of consumers who subscribe to multiple OTT services, with nearly half (43%) citing content options as their primary reason for taking more than one service. Thirty-nine percent, meanwhile, said trying to meet the varied demands of family members was a major factor. And, 35% wanted access to niche content.
The top three OTT service features most desirable by respondents? Offline download (42%), access on mobile (38%) and using less mobile data when streaming (33%).
Meanwhile, OTT _ and SVOD in particular – is a hot topic across APAC as broadcasters and pay-TV operators struggle to find the right strategies to keep them relevant.