AN IN-DEPTH LOOK AT APAC OTT VIEWERSHIP

Video streaming has hit critical mass and entered the mainstream in APAC. Embraced and enjoyed by a broad audience, OTT is for everyone. That is why now, with APAC being the most dynamic and fastest-growing region in the world, we conducted consumer-based research to better understand OTT viewership behaviour across seven leading markets.

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Indonesia


As the largest and fastest-growing economy in Southeast Asia, Indonesians love streaming OTT content more than watching TV and video-sharing platforms.


Philippines


Leading the world in terms of mobile internet usage, Filipinos are the heaviest viewers of OTT in the region.


Vietnam


Vietnam has one of the strongest local streaming offerings and has the highest CTV usage in Southeast Asia.


Thailand


Thailand is a leading regional OTT content producer where OTT is seen as the most impactful platform for ads.


Singapore


As a world leader in connectivity, Singapore has the highest penetration of OTT usage in Southeast Asia.


Japan


OTT has now entered the mainstream in Japan, with over half of the population watching streaming services.


Australia


Australia has the most established OTT advertising offering in APAC, with 80% of video viewers watching regularly.

OTT has reached critical mass

The estimated reach of active OTT viewers in these markets is 392 million people – larger than the total population of the United States.

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PERCENTAGE OF VIDEO VIEWERS WATCHING OTT AT LEAST ONCE A WEEK



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PERCENTAGE OF VIDEO VIEWERS WATCHING MORE THAN TWO HOURS PER WEEKDAY



OTT IS WATCHED MORE THAN TV AND VIDEO-SHARING PLATFORMS

OTT viewers are highly engaged, with a majority watching more than two hours of content per day, higher than time spent with content on TV or video-sharing platforms.

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OTT ads drive purchase behaviour

Over one-third (35%) of OTT viewers report making a purchase after seeing an ad during programming they watched – either by buying online, completing an in-store transaction, or redeeming a promotional voucher.

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ACTIONS OTT VIEWERS HAVE TAKEN FOLLOWING AD EXPOSURE




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OTT is for Everyone: Southeast Asia

OTT is for Everyone: Japan

OTT viewership by country:



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PHILIPPINES
VIETNAM
THAILAND
SINGAPORE
AUSTRALIA
--> JAPAN
JAPAN (ENG)