12 September 2022 – The Asia Video Industry Association (AVIA) has released a new research study entitled Premium OTT – Building its Rightful Place in the Digital Market, to understand the usage of different video services in Singapore and attitudes towards them. The independent research study conducted by Milieu Insight was unveiled to agencies, advertisers, and brands at AVIA’s first OTT Upfront Showcase where two of the region’s top premium video services, iQIYI and Viu, presented previews and highlights of their upcoming slate of content to the audience at a closed-door event.
The research shows that Premium OTT streaming services (OTT) are clearly differentiated from videos viewed on social media or video sharing sites. OTT was highly valued by consumers in Singapore for having the highest quality content. 58% of respondents indicated that they felt premium OTT services had high quality content, compared to only 36% for social media and video sharing services. Similarly, when asked which video services they generally felt captured the highest levels of attention while watching, 49% of respondents selected OTT streaming services, compared to only 35% who selected social media and video sharing services.
Levels of engagement were also entirely different with 51% of people feeling immersed when watching OTT content as opposed to only 39% for social media & video sharing. Top emotions elicited when watching OTT were happiness and amusement whereas, for social media and video sharing, the top emotion was “nothing”.
When looking at the impact of advertising, linear television remains the place where it is most noticed (76%) and ads are thought to be the highest quality (41%), although it is in social media where ads feel most intrusive (37%). Linear was again the winner when it came to prompting brand or product searches (25%) and prompting purchase (19%). Louis Boswell, CEO, AVIA, commented that this “bodes well for the OTT industry. There is a clear link between linear television and OTT from a content perspective, and with more OTT services looking at advertising, I strongly suspect it is simply a matter of time before the effectiveness of ads on OTT matches that of linear television.”
Dinesh Ratnam, Country Manager, Singapore, Malaysia, and Brunei, iQIYI International, commented, “AVIA’s research further cements the rise of OTT and the appreciation for the premium content on OTT platforms. As the OTT industry continues evolving and becoming more accessible, its audience is also looking for more diverse content. With the global success of shows such as iQIYI’s original costume drama Story of Yanxi Palace drawing a global audience larger than that of Game of Thrones, the rise of Asian content is also drawing in larger, more diverse audiences. We are thrilled to be a part of AVIA’s inaugural OTT Upfront Showcase in Singapore and to have the opportunity to showcase our exciting slate to advertisers and partners.”
AVIA thanks its members Magnite, PubMatic, The Trade Desk, and Xandr for supporting the OTT Upfront Showcase and the same companies plus Index Exchange for supporting the research.
A link to the research study entitled Premium OTT – Building its Rightful Place in the Digital Market can be downloaded here.
About the Premium OTT Study
The study, Premium OTT – Building its Rightful Place in the Digital Market, was conducted in Singapore by Milieu Insight Pte Ltd, with online fieldwork using Milieu Insight’s online panel. The sample size was n=1200 and was representative of the Singapore adult population aged 16+. Premium OTT Services listed in the study were as follows: Amazon Prime, Apple TV+, Disney+, HBO Go, iQIYI, meWATCH, Netflix, Singtel Cast, StarHub TV+, Viu, and WeTV. Social Media and Video Sharing Services listed were: Daily Motion, Facebook, Instagram, Snapchat, Telegram, TikTok, Twitter, Vimeo, WhatsApp, and YouTube.
About the Asia Video Industry Association
The Asia Video Industry Association (AVIA) is the trade association for the video industry and ecosystem in Asia Pacific. It serves to make the video industry stronger and healthier through promoting the common interests of its members. AVIA is the interlocutor for the industry with governments across the region, leads the fight against video piracy through its Coalition Against Piracy (CAP), and provides insight into the video industry through reports and conferences aimed to support a vibrant video industry.