Linear TV preferred in Asia Pacific despite online video explosion | Broadcast | News | Rapid TV News
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Traditional television viewing remains the dominant form of media consumption in the Asia Pacific, with 77% of Internet-savvy consumers still watching an average of two hours daily.

Netflix OITNB iPad lifestyleOnline video, however, is gaining traction in the region. Connected consumers watch around 1.6 hours each day watching online video – both free, such as YouTube, and paid subscription services such as Netflix, according to a new report from Kantar TNS.

After TV, free online video sites such as YouTube are particularly popular in emerging markets, and watched more often than the online versions of TV shows. One in three connected consumers in the Asia Pacific access on demand TV channels, allowing them to catch up with their broadcast content online.

Subscription video-on-demand (SVOD) services such as Viu, iflix, Hooq, Catchplay and Netflix are consumed by 14% of Internet-connected people in developed countries, and 11% of those in emerging markets, according to the survey.

Cambodian Internet users watched the greatest amount of free online video in the Asia Pacific region at 94%, followed by Hong Kong (84%) and China (78%). Around 39% of consumers with regular Internet access in India view online content online.

Of those surveyed, 62% also watched videos that appear on their social feed - from brands, news outlets and/or their friends. Connected people in mobile-first markets are particularly likely to consume video in this way, with 93% of Internet consumers in Cambodia watching social video daily, 80% in Malaysia and 69% in Vietnam, Kantar TNS found.

“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, digital director, APAC, Kantar TNS.

“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.”

Although just 39% of India’s connected consumers currently access online video each day, the barriers of high data costs and unreliable connectivity are gradually being tackled.

Kantar TNS India executive director Anusheel Shrivastava said: “With Jio’s launch the data rates are already seeing a drop; this along with improved availability of public Wi-Fi will help in lowering the barriers. It may not be long before the online video landscape in India will change.”