Brightcove-2018年亚洲OTT电视报告（英文）-2018-16页-2mb

ASIA OTT TELEVISION RESEARCH REPORT 2018 - Summary

Core Content

This report, conducted by Brightcove in partnership with YouGov, explores the current state and future of OTT TV services in Asia, focusing on consumer behavior, adoption drivers, barriers, and payment preferences across five key markets: Singapore, Hong Kong, Indonesia, Thailand, and India.

The report highlights that the future of television is increasingly being defined by OTT platforms, driven by the demand for personalized, on-demand content consumption. It emphasizes the importance of understanding consumer preferences and designing a compelling value proposition that balances content, pricing, user experience, and accessibility.

Main Findings

1. OTT Adoption Drivers

• Free trials and promotions are the top drivers for initial sign-ups.
• Content quality and variety are critical for retention.
• Mobile accessibility is a major motivator for both adoption and continued use of OTT services.
• Social media and peer recommendations play a significant role in driving awareness and sign-ups.

2. Barriers to Adoption

• Price is the top barrier to OTT adoption, even though consumers are willing to pay for services that offer perceived value.
• Free and illegal streaming platforms are a major competitive threat, as they provide easy access to content without cost.
• Ad tolerance is low, with most consumers preferring fewer ads and more content.
• Lack of a strong value proposition leads to low conversion from free trial users to premium subscribers.

3. Payment Preferences

• Ad-supported models (AVOD) are preferred by a significant percentage of consumers across all five countries.
• Subscription-based models (SVOD) are also popular, but only a smaller portion of consumers are willing to pay for them.
• Price sensitivity is high, with many consumers comparing OTT services to traditional pay TV and finding them less appealing due to cost.
• Family decision-making is common in India when it comes to paying for content.

4. Content Consumption Trends

• Mobile devices are the preferred platforms for accessing content, especially in emerging markets.
• Free streaming is still the dominant choice for many consumers, particularly in India, Indonesia, and Thailand.
• Movies are the primary content type on free streaming platforms, while sports and TV shows are more varied in their preferred platforms.
• Multi-screen access is essential for content owners to meet consumer expectations.

Key Insights

Consumer Behavior

• Most consumers in Asia are price-sensitive and ad-averse, which influences their choice of OTT services.
• Mobile-first behavior is particularly pronounced in emerging markets, where smartphones and mobile apps are the primary devices for content consumption.
• Free trials and promotions are effective in acquiring users, but content quality and variety are key to retaining them.

Content and User Experience

• A robust content library is essential for both acquisition and retention.
• User experience on mobile is a critical factor, with consumers valuing accessibility, quality, and ease of use.
• Local content is often more accessible through FTA channels, but streaming platforms are gaining traction due to their flexibility and convenience.

Advertising Tolerance

• Consumers tolerate up to three ads per commercial break.
• Ad-supported models are preferred, but premium subscriptions are still a challenge to promote.
• Addressable advertising has potential in OTT to offer targeted, agile, and effective ad experiences.

Marketing and Strategy

• Marketing strategies should not only focus on content but also on mobile accessibility and payment flexibility.
• Multi-screen strategies and frictionless payment experiences are crucial for success.
• Social media is a powerful tool for awareness and retention, with peer recommendations being a key driver.

Conclusion

The report underscores that OTT TV is the future of television, but content owners must address consumer preferences and challenges to succeed. The value proposition must be strong, balancing content quality, price, user experience, and mobile accessibility. As illegal streaming continues to be a threat, content owners need to offer superior, legal, and convenient services to attract and retain users.

Research Methodology

The study was conducted by YouGov, an international data and analytics firm, through interviews with 5,000 participants in Singapore, Hong Kong, Indonesia, Thailand, and India. Fieldwork was carried out between October 2017 and May 2018.

About YouGov

YouGov is a global data and analytics company that provides opinion data from a panel of five million people. It offers syndicated data products such as:

• YouGov BrandIndex – A daily brand perception tracker.
• YouGov Profiles – A planning and segmentation tool.
• YouGov Omnibus – A fast and cost-effective research and marketing platform.

About Brightcove

Brightcove Inc. is a global leader in cloud-based video solutions, offering tools for managing, delivering, and monetizing video content across all devices. With a presence in over 70 countries, Brightcove helps companies achieve better business outcomes through its award-winning technology and extensive partner ecosystem.