This article first appeared on The Drum
From appointment-based viewership to on-demand content consumption, over-the-top (OTT) marketing has made major strides in the way consumers consume content worldwide. With the complete shutdowns of movie theaters and dining choices, consumers increasingly chose at-home entertainment to watch content on OTT apps in the last year. However, this change in content consumption patterns seems to have translated into a permanent shift in behavior, with consumers preferring OTT apps over TV and other media.
To understand the deep-rooted perceptions and changing preferences of consumers, we conducted a survey on InMobi Pulse and presented the insights in our report, ‘2021 Consumer Study: The OTT Premium Video Wave, Asia Pacific'. Here are the key highlights from the report.
When asked what was their most-watched platform among OTT, TV, long-form videos and short-form videos, 62% of Australians, 52% of Indians, 36% of Filipinos, and 47% of Singaporeans responded with 'OTT' as their most-watched platform. It's also interesting to note that 2 out of 3 respondents in Australia feel that OTT platforms are the most engaging with immersive video content.
When it comes to the most valuable platform, consumers across Asia perceive OTT as the most important one, finding it the hardest to give up when given a choice. 68% of Filipinos and 56% of Australians feel that OTT platforms provide the best value for money.
Consumers across Asia perceive OTT as the most preferred option to pay subscription fees to or choose a complete ad-based model to get access to their favorite shows.
Singaporeans consider OTT platforms the most engaging, with 65% of men and 44% of women perceiving the OTT platforms to be most immersive. 50% of Singaporeans shared that OTT apps are the most value for money. They also consider OTT and long-form videos among the top two platforms that they would pay for in exchange for exclusive content access. OTT also remains the most discussed and talked about the platform by both men and women in Singapore, with consumers awaiting new releases or rediscovering old favorites with their friends and family.
Consumer perception and preferences show OTT as one of India's most popular entertainment mediums, with 54% of Indians considering OTT content to be immersive and most engaging. While 63% of women in India watch OTT platforms (the most compared to TV, long-form, and short-form videos), 44% of men indulge in OTT apps the most, followed by 22% of men watching short-form videos the most. 44% of Indians feel that OTT is the best value for money.
While 46% of women in Indonesia believe that OTT platforms provide immersive experiences and are highly engaging, it is also the most looked forward platform for updates and new releases shortly after the long-form videos. 40% of Indonesians feel that OTT is the best value for money platform and only a small number of Indonesians are ready to give up on OTT content.
While two out of three Filipinos feel that OTT platforms are completely worth the money, 50% feel that OTT platforms provide the most immersive and engaging content. OTT platforms are the top two platforms that Filipinos would pay for or utilize the subscriptions based on ad completion. OTT also tops the list of two platforms that influence Filipinos in product selection and purchase.
Female viewers are huge advocates for OTT in Australia as they find it the most value for the money video platform, making it one of the platforms they're least likely to give up. OTT also tops the list of two platforms that influence Filipinos in product selection and purchase.
To learn more insights on how consumers from different countries consider OTT to be the most entertaining, valuable platform, changing consumers' preferences from different countries in APAC, read our report, ‘2021 Consumer Study: The OTT Premium Video Wave, Asia Pacific'.
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