People in four APAC markets watched 21.6 billion more minutes of streaming video per week on their phones in April than they did back in Januay, according to a Media Partners Asia (MPA) study.
Specifically, MPA reports that across Indonesia, Philippines, Singapore and Thailand, total weekly online video consumption reached 58 billion minutes on mobile by April 11, versus 36.4 billion as of January 20—a 60% increase.
MPA's analysis indicates that the four markets had a combined 7 million paying online video or OTT customers at the end of March, accounting for US$350 million in annual consumer spend.
The report, "Southeast Asia Online Video Consumer Insights & Analytics: A Definitive Study", uses MPA’s proprietary AMPD Research platform, which combines passively observed digital behaviour and empirical survey data. The research sample included 32,425 individuals. The full report also includes detailed analysis and profiles of 43 OTT platforms.
Additional findings (taken verbatim from MPA's release on the report):
- YouTube, already dominant, has grown incrementally from its high base during the surveyed period.
- Netflix has benefited from robust pay subs demand across its mobile plans with heavy consumption of its Korean, Anime, and Western original content.
- Viu streaming minutes and viewers continue to grow, driven largely by Korean content, while its pay subs have spiked up significantly in Thailand and grown steadily in other SEA markets.
- iQiyi, still in soft launch phase in SEA, has grown steadily in Indonesia, the Philippines and Thailand.
- Amazon Prime Video grew most significantly in Singapore through the surveyed period.
- Global and regional players performing well but placed outside of the top five video apps by streaming minutes include HBO Go, Tubi, Viki and iflix. Apple TV’s penetration across the key surveyed markets is low.
- Amongst local players, the study notes significant growth for 1) SCMA-owned Vidio in Indonesia, 2) ABS-CBN owned iWant, 3) MediaCorp-owned meWatch in Singapore and 4) LineTV in Thailand.
- Mobile video platforms continue to grow consumption with the most significant being AISPlay and TrueID in Thailand.
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