UNRULY-新加坡联网电视调查报告（英文）-2020.11-19页_4mb

Singapore CTV Research Summary

Core Content Overview

This document presents key findings from a research study on Connected TV (CTV) usage in Singapore, highlighting the impact of the pandemic on consumer behavior and the growing preference for ad-supported streaming services.

Main Findings

1. CTV Access and Ownership

• 87% of Singaporeans have access to CTV content.
• 66% own multiple CTV-capable devices, indicating a strong adoption of streaming technology across various platforms.
• Smart TVs are the most popular CTV device, followed by gaming consoles. Streaming media devices are more favored by younger Singaporeans.

2. Consumer Preferences

• 77% of consumers prefer to watch TV for free with ads, and 77% plan to reduce their TV spending.
• 43% of Singaporeans are already using free, ad-supported TV services, showing a clear trend towards cost-effective viewing options.

3. Ad-Backed CTV Performance

• Ad-supported CTV excels at driving recall, especially when ads are contextually relevant to the content or evoke emotional responses.
• CTV ad experiences lead to better brand and business impact, as viewers are more likely to buy products, talk about brands, improve brand favorability, or search for brands after exposure to ads.

4. Impact of the Pandemic

• The pandemic has accelerated the shift to ad-supported CTV, with nearly half of consumers (49%) trying a new CTV service during the crisis.
• 81% of those who tried a new service plan to continue using it, indicating a long-term shift in viewing habits.

5. Key Motivations for Paid Services

• While some consumers opt for paid services, great content is the top reason for choosing them.
• Other factors include ad-free viewing, on-demand access, watching same shows as friends and family, and better value compared to other TV services.

Key Insights

• CTV ad viewers have higher brand and business metrics, suggesting that ad-supported content is more effective in driving consumer engagement.
• Streaming media devices are increasingly popular, especially among younger demographics, reflecting a generational shift in media consumption.
• User experience plays a crucial role in the future of CTV, with a positive perception of free, ad-supported services leading to sustained usage.
• Ads that align with content or create emotional connections are more likely to be remembered and influence consumer behavior.

Summary of Statistics

• 87% of Singaporeans have access to CTV.
• 66% own multiple CTV-capable devices.
• 77% prefer free TV with ads.
• 43% use free, ad-supported TV services.
• 81% of those who tried a new CTV service plan to continue.
• 37% cite the number and quality of ads as key to their decision to continue using free, ad-supported services.

Conclusion

The research underscores a significant transformation in how Singaporeans consume TV content, driven largely by the pandemic. There is a clear preference for free, ad-supported CTV services, and ad relevance and emotional impact are critical factors in enhancing viewer engagement and brand recall. As the market continues to evolve, the role of CTV in shaping consumer behavior and advertising effectiveness is expected to grow.