iWorld

Demand for telco OTT video & broadband; Netflix, Viu long way to go: MPA

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/03/AravindVenugopal-800x800.jpg?itok=6wekSc6Q

MUMBAI: Media Partners Asia (MPA) yesterday launched the Asia Video Consumer Panel, a research report offering detailed insights into how consumers engage, use and interact with video content in emerging and mature markets, focusing on TV and digital video platforms, including key regional and local OTT video operators.

MPA, a leading independent consulting and research provider focused on Asia media & telecoms, offers a range of customized services to help drive business development, strategy & planning, M&A, new products & services and research.

The panel covers six Asian markets ? Hong Kong, Indonesia, Malaysia, Philippines, Singapore and Thailand ? with a 1,000 user panel size in each market, taking in millennial and older demos as well as skewing towards mobile in emerging markets such as Indonesia, Malaysia, Philippines and Thailand.

Commenting on the report?s key findings, MPA vice president Aravind Venugopal said: The importance of bundling with telecom and IP-based pay-TV operators to drive online video adoption is becoming critical, as illustrated by our survey. As we are still very much in the first innings of the SVOD online video cycle in most Asian markets, the journey for most platforms from building awareness to generating trial users, and then to finally converting them to regular users, is long and arduous.

In four of the markets surveyed ? Hong Kong, Singapore, Malaysia and Philippines ? local players have taken the lead when it comes to building awareness and conversion, led by incumbent pay-TV and free TV operators, a number of which are reliant on local and Asian content, and in certain cases, sports. Global and pan regional SVOD services focused on providing international content, are fighting to take the lead, though conversion has been low in general. In terms of both awareness and conversion, Netflix and iflix both lead in selected markets with Viu also robust across most markets.

Some of the key highlights of the panel include:

Telco and pay-TV integration. The importance of bundling and OTT integration deals with telecom and pay-TV operators to drive adoption has emerged as key with most survey respondents indicating that they opted for OTT services via their telco or pay-TV operator. Netflix was an exception, with a high proportion of subscribers indicating that they opted for a direct sign up.

NPS in negative territory. Net Promoter Scores or NPS, which range from -100 to 100 and measure the willingness of customers to recommend a company's products or services to others, were largely negative in most markets. The exception was Netflix, which received a positive score in four of the six surveyed markets, and also leads the NPS rankings in four of the six markets surveyed. Users in Indonesia, Singapore and Hong Kong tended to award negative NPS to almost all SVOD-based OTT video service providers. Users in Thailand, Malaysia and Philippines appeared to be more positive about OTT video service providers.

Key features. Feature sets that were most often highlighted as being essential to users was the ability to stream online video to TV, followed by the ability to download. These are also reflective of the type of content contained in the services, as well as the type and quality of broadband infrastructure available.

Content. The importance of day and date content, particularly Hollywood movies, was reflected in the survey with the genre coming out on top of the list of ?must have? genres for a premium SVOD service. This was closely followed by new Korean dramas, new Chinese dramas and new Hollywood series. Sports is also increasingly important.

UI /UX and lack of localization. A significant proportion of users indicated that they were unable to locate/find shows in the services - indicating either a lack of content, or limitations of the UI/UX ? this, significantly, was highlighted as an issue even for Netflix. A numbers of respondents also indicated that the poor dubbing/subtitling of shows was a concern.

Pay-TV consumption. In two emerging Asian markets (Thailand, Indonesia) and in Hong Kong, the consumption of pay-TV is trending lower, with streaming/on-demand services accounting for a vast majority of content needs. In some instance (i.e. Hong Kong), the incumbent pay-TV operator (i.e. Now TV) is driving the legal consumption of streaming video services.

Piracy. There remains increasing prevalence of pirated STBs. On average, 5-10% of the surveyed base admitted to using a pirate STB to access pay-TV services.

Payment mechanisms. In the Philippines, Thailand and Malaysia, the frequent topping up of prepaid credit balances is commonplace; on average, respondents topped up their services over three times a month. This provides insight on how much consumers are willing to pay for SVOD services and potentially supports the case for sachet pricing.

The Panel, conducted in partnership with BDRC Continental, covers six Asian markets (with a total sample size of 6,000 individuals), cutting across a broad range of demographics. The full findings from the second phase of this survey will be released in April 2017, providing readers with updated views, new data and additional metrics.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/mirzapur.jpg?itok=Aqrk2DaP
Amazon Prime Video India and Excel Media & Entertainment Release the Trailer of the Highly Anticipated Prime Original Series, Mirzapur

Amazon Prime Video and Excel Media & Entertainment today released the trailer of the highly anticipated Prime Original Series – Mirzapur. Set in the heartland of India

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/al.jpg?itok=QbPlbu30
Airtel, Jio turn to AI to improve customer service

Every industry and player is adapting to Artificial Intelligence (AI) in today’s time and the Indian telecom industry isn’t far behind. In order to offer better customer service and experience, telcos like Bharti Airtel and Reliance Jio are turning to AI.

iWorld Telecom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/netflix_0.jpg?itok=rkyJupzV
Netflix to raise $2 bn for original content

American media services provider, Netflix, is planning to raise an additional $2 billion through bond offering.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/23/netflix.jpg?itok=KgBD5qW_
Netflix makes up 15% of total downstream traffic on global internet

The world’s largest over-the-top (OTT) player, Netflix, makes up 15 per cent of the total downstream volume of traffic across the entire internet, according to The Global Internet Phenomena reports by Sandvine released in October 2018.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/Punit-Goenka.jpg?itok=3YeKsOOS
ZEE5 Originals' content cost to be 3x more than TV: Punit Goenka

Zee Entertainment Enterprises Ltd’s (ZEEL) digital venture ZEE5 has shown impressive growth in a very short span. To keep pace with the growth, the Punit Goenka-led company will highly beef up its content investment for originals as well as film titles.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/airtel_0.jpg?itok=V18qau8-
Airtel launches Google Assistant based Digital Customer Care

Airtel smartphone customers will now able to get instant resolution to their frequent account related queries through the Google Assistant.

iWorld Telecom
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/22/airtel.jpg?itok=KykcwnmM
Airtel’s fixed line broadband biz under pressure as Jio enters the fray

More than a tenth of Airtel’s India revenue is generated through its cable business, through broadband and digital TV. And now with Reliance Jio’s entry in the cable market through its acquisition of controlling stakes in DEN Networks and Hathway cables, Airtel is very certain to face pressure in...

iWorld Broadband
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Facebook_800.jpg?itok=OR0GQ8Cb
Facebook planning smart STB for TVs with video calling support

According to a United States news website, Cheddar, social networking company Facebook is working on smart set-top boxes for TV. And according to the sources, the set-top box will be camera equipped. It will also allow video calling along with entertainment services like Facebook’s YouTube...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/20/Jio_800.jpg?itok=pp4vLPSn
Reliance Jio to maintain ARPU lead over Airtel, Vodafone Idea

Indian telecom company, Reliance Jio, is most likely to maintain its lead on average revenue per user (ARPU) over its rivals Bharti Airtel and Vodafone Idea. The telco’s strategy in the market has paid off well by selectively choosing an inordinate share of 4G smartphone users and continuing to...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories