iWorld

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/03/AravindVenugopal-800x800.jpg?itok=CN229TY_

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/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/ajit-mohan.jpg?itok=ITPivFI5
Hotstar to exclusively live-stream Paytm Ranji Trophy

Underscoring its position as the home of cricket, Hotstar, a video streaming platform, is the exclusive partner for the Paytm Ranji Trophy 2017-18. The Paytm Ranji Trophy, now in its 84th season, kicked off on October 6th with the group stage matches.

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/18/Reed_Hastings_1.jpg?itok=SP_NGTFg
Netflix's international streaming boosts rev in Q3, op income almost doubles

BENGALURU: Global internet entertainment company Netflix, Inc., (Netflix) reported 30.3 per cent year-over-year (y-o-y) increase in consolidated operating revenues for the quarter ended 30 September 2017 (Q3-17, current quarter) as compared to the consolidated revenue for the corresponding year-ago...

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/rishi.jpg?itok=dsbFqZtv
ARK Infosolutions wins Digital Studio award

Value-added distributor for technology products ARK Infosolutions has bagged two awards for the best national distributor (production) and best regional distributor (Production) (West) at the 2nd Digital Studio India Channel Partners Awards 2017.

iWorld eNews
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/sony-liv.jpg?itok=17uqEXJG
SonyLiv plans to take unique food content to 8k hrs by Sept '18

Who is the first mover in the OTT space to introduce food as a genre? SonyLiv has -- on World Food Day (16 October) -- introduced the food genre to its existing line-up of diversified content.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/CASBAA.jpg?itok=9o9CJ8JS
CASBAA forms 'Coalition Against Piracy,' hires content protection veteran Neil Gane

MUMBAI: CASBAA has announced the formation of the Coalition Against Piracy (CAP), a major initiative to coordinate industry resources in the fight against rampant content theft. It has appointed Neil Gane, an industry veteran in content protection, as the general manager of CAP. Gane will direct...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/Gaurav_Gandhi-800x800.jpg?itok=95X9Z57z
Bigg Boss Season 11 garnered 70 mn views on Voot in 10 days

MUMBAI: Colors ace Bigg Boss Season11 has garnered a big buzz on the internet. It has amassed around 70 million views in just the first 10 days of the show on Viacom18’s Voot. Voot carries every aspect of Bigg Boss including the full episodes, voting, MTV Bigg Boss Extra Dose and several exclusive...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/17/IAMAI.jpg?itok=iBaPW91i
150 IoT start-ups in 3 cities in as many yrs: IAMAI, Napino tie up

NEW DELHI: The Internet and Mobile Association of India (IAMAI) has teamed up with Mobile10X and Napino Auto & Electronics Limited to bring together startup entrepreneurs so that they can realise their true potential and evolve Internet of Things (IoT)-based ecosystem in the country.

iWorld eNews
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/inmates.jpg?itok=q3TmqTlM
TVF: From Roommates to Inmates

After the success of The Viral Fever’s Permanent Roommates series, the web content producer is back at it with a new plot in TVF Inmates. Three boys and two girls with outrageous personalities share a house in Mumbai.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/10/14/Untitled-1.jpg?itok=4OjyMXk8
Netflix: Kashyap, Motwane to direct parallel 'Sacred Games', targeting 5-6 originals in a year

MUMBAI: Renowned filmmakers Vikramaditya Motwane and Anurag Kashyap have been commissioned to work on two parallel stories in Netflix's maiden India-set original series 'Sacred Games' based on Vikram Chandra's best-selling novel.

iWorld Video On Demand

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories