Matthew Miller
Jun 29, 2018

Appetite for video high; willingness to pay...not so much

TOP OF THE CHARTS: Research by Brightcove and YouGov indicates that it's tough to be an OTT video provider.

Appetite for video high; willingness to pay...not so much

While consumers report watching impressive amounts of video from online sources, their willingness to pay for such services or tolerate ads is limited, according to Asia OTT Television Research Report 2018, a survey of 5,000 people in Hong Kong, India, Indonesia, Singapore, and Thailand, conducted by Brightcove and YouGov.

Getting consumers to pay for OTT TV services is a major challenge, according to the report authors, even though the cost of a monthly OTT TV service is the price of a cup of coffee or breakfast in most countries in Asia.

To keep subscriber churn low, the report says, service providers need to deliver: 

  • A robust content catalog
  • A multi-screen strategy for consumers to increase their utilisation time on the service
  • The right price point with frictionless sign-up and payment experiences
  • An exceptional video streaming experience at any and every time.


See more Top of the Charts


Related Articles

Just Published

5 hours ago

Facebook extends 'more together' thought with ...

Watch the film conceptualised by Taproot Dentsu here.

5 hours ago

Ogilvy names Liz Taylor as global chief creative ...

Taylor becomes first woman to hold Ogilvy's top creative position.

6 hours ago

Don’t like policing people and if a brand is legal, ...

The Indian actor opens up what he likes and dislikes about advertising, why he’s not on social media, and why he believes OTT is far superior to television

7 hours ago

Airbnb halves performance marketing spend with ...

Total marketing spend fell 45% as Airbnb used 'brand to attract more guests via direct or unpaid channels'.