The Asia Video Industry Association (AVIA) has released a new study, Premium OTT: Building Its Rightful Place in the Digital Market, highlighting the growing dominance of premium OTT services in Indonesia and Thailand. The research emphasizes that these platforms, such as Disney+, Netflix, TRUEID, Vidio, and Viu, offer superior content quality and present a valuable opportunity for advertisers.
Why Premium OTT Stands Out
Consumers in both countries strongly believe that premium OTT platforms, which provide professionally produced content, are far more engaging than user-generated content (UGC) found on social media. The study reveals key insights that reinforce the value of premium streaming services:
- High-Quality Content: Nearly 90% of viewers agree that professional videos offer better quality compared to social videos.
- Stronger Emotional Connection: People experience more positive emotions while watching premium content, whereas social videos often trigger negative feelings.
- Smart TV Growth: More consumers are watching premium content on Smart TVs, opening doors for advanced advertising options through Connected TV (CTV).
- Brand Engagement: Advertisers can leverage premium OTT for targeted, high-impact campaigns that drive higher brand recall and purchase intent.
With the rise of premium OTT services, advertisers have a unique chance to engage a highly attentive audience. According to the study, OTT advertising in Indonesia has already led to a 10% increase in brand recall and purchase intent. Similarly, in Thailand, the demand for high-quality content continues to surge, offering brands a chance to connect with engaged viewers.
Hermawan Sutanto, Managing Director of Vidio, said, “In Indonesia, a 10 per cent higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory.”
David Sky, Director of Advertising Solutions at TRUE Digital Group, said, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”
Louis Boswell, CEO of AVIA, said, “The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT.”
As Smart TV adoption continues to rise and consumers prioritize quality content, the OTT advertising landscape is evolving rapidly. This study serves as a wake-up call for brands to shift their focus towards premium OTT platforms, where engaged viewers are more receptive to advertising. Conducted by Milieu Insight in November 2024, the study surveyed 500 adults in each market, offering a comprehensive look into consumer preferences and viewing habits.