Offline download key in Asian OTT as lapsed users keen to return | Media Analysis | Business
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Churn is a huge concern for over-the-top providers but research from Brightcove has found that in Asia at least the majority of former users plan to re-subscribe in the future.
brightocove asia 17June2019
Conducted with research partner YouGov, The 2019 Asia OTT Research Report polled 9,000 participants across Hong Kong, India, Indonesia, Malaysia, Philippines, Singapore, Taiwan, Thailand, and Vietnam. It aimed to 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.

Among the key findings were that 54% of so-called ‘lapsed’ respondents were planning to sign-up for OTT services again in the future, indicating there is a substantial opportunity to regain their business. In addition, content was the main driver for respondents who subscribe to multiple OTT services. It found that 43% do so because they want more content options; 39% do so to satisfy the content needs for an entire family; 35% stated wanting access to niche content and 36% stated due to content not being available on just one OTT service. Just over two-fifths stated free trials and/or promotions as another key driver for multiple OTT service sign-ups.

The top three OTT service features most desirable by respondents were offline download (42%), access on mobile (38%) and using less mobile data when streaming (33%). When asked if they would be open to purchasing product as seen on an OTT programme, 70%  of Asian respondents were receptive to the idea of shoppable TV.

Investigating how much people would pay for services, Brightcove found that 30% of respondents in Asia want to pay nothing and watch ads as a trade-off to consuming content, while just over a fifth elected to pay a lower fee with limited ads, and 14% would like to pay a higher fee to be free from advertisements. When asked specifically how much they would be willing to pay for OTT services, 30% less than USD $1 per month; 24% USD $1-$4 per month; and 20% USD $5-$9 per month.

“The TV industry in Asia continues to be disrupted by a variety of OTT TV services and is shifting more to online video,” said Greg Armshaw, head of sales, Asia at Brightcove, commenting on the 2019 Asia OTT Research Report.

“It’s being defined by what the viewers want, how much they are willing to pay, and what kind of user experience viewers are demanding. There is a dearth of consumer research in this area and by uncovering country-specific consumer opinions and preferences about OTT services, we aim to provide insights and guidance to our customers. New and established media companies can benefit from this data and use it to shape their OTT strategies regardless of where they are in their journey.”