Online video consumption in APAC nearly matching traditional TV viewing

Consumers in APAC watch more than 1.6 hours of online video content daily, nearly matching the 2.0 hours of traditional TV they consume daily, a new report says.

And, according to Kantar TNS’s Connected Life Study, it’s not just younger viewers who are watching online video. The study found that older Baby Boomers (55-65 years old) in emerging APAC markets watch 1.4 hours of online video daily, just less than the 1.7 hours being watched by young Millennials (16-24 years old).

“There’s been an explosion in the consumption of online ‘on-demand’ viewing across Asia Pacific, creating new media moments that didn’t exist in a traditional marketing world,” said Zoë Lawrence, APAC Digital Director at Kantar TNS, noting that online video content is attractive to consumers who want to watch it when and where they please.

Not surprisingly, mobile continues to play a growing role in many markets and in some, already has become the principal means of consuming video. In Cambodia, for example, 93% of Internet users watch social video on mobile devices daily, with Malaysia (80%) and Vietnam (69%) also showing heavy mobile consumption. And, said Kantar, nearly a third (32%) of connected consumers access on-demand digital channels to watch catch-up TV and 11% are watching global footprint subscription video on-demand (SVOD) services like Netflix or regional offerings like HOOQ, tonton or iFlix on a daily basis.

Free online video from services like PCCW’s Vue, YouTube and others. Ninety-four percent of connected Cambodians watch free video, as do 84% of Hong Kong connected consumers and 78% of connected Chinese consumers.

Increasing connectivity in the region also is changing the content mix. Videos from social feeds, news reports and USG video are watched by 67% of viewers. More than a quarter (27%) watch video content from brands.

“Brands should no longer think about targeting traditional TV primetime, but identify ‘primetime’ for their brand,” said Lawrence. “Online video provides brands with an opportunity to tell their story in a different way; we’re seeing a lot of brands succeed with long-format video and also great creative work that overcomes some of the challenges of video in a social feed. If the content is good enough, people will watch it. Brands now know that simply putting their TVC online will not work; they need to develop content that works well within the context of the online channel they are using.”

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn