Bigger screens is best for most Filipinos when it comes to consuming video content, but mobile devices are getting more popular due to its portability and ability to get connect users online 24/7, a new Nielsen study found.
Video programming still generates its biggest audiences on television screens in the Philippines with 75% but more than seven in 10 now appreciate the convenience of mobile devices. Also, six in 10 say a tablet is just as good as a PC or laptop computer for watching programs, compared to just 53% globally.
Particular genres and video formats such as movies, how-to shows, comedies, drama, news and sports are building a promising digital following. For instance, 30% of Vietnamese, 29% of Filipinos, 24% of Singaporeans and 23% of Thais watch movies on a mobile phone compared to just 16% globally.
Meanwhile the Philippines, Vietnam, Singapore and Thailand all rank in the top 10 countries globally when it comes to watching movies on a tablet, with around one quarter of viewership compared to 17% globally.
“When it comes to consuming video content, television maintains its strong foothold but online platforms are giving consumers alternatives avenues to get new, broader selection of content as evidenced by the spike in video consumption via connected devices,” notes Stuart Jamieson, Managing Director of Nielsen Philippines.
Opportunities
Nielsen noted that live video programming holds potent appeal for consumers in the Philippines, Indonesia and Vietnam, especially content linked to social media.
More than three quarters of Indonesians (77%) said they prefer to watch video programming live, which is the highest globally, followed by Filipinos and Vietnamese (76%). Enrich that content with social media and the likelihood that most Asian audiences will tune in to live programs grows, with over 60% from the Philippines, Thailand, Vietnam, and Indonesia showing this behavior.
Filipinos are the most likely to engage others via social media while watching video programming (70%), followed by Thais (68%). Vietnamese and Indonesia are also avid users of social media during screen time – 62% and 59% respectively.
Time-shifted programming is also popular among Filipino consumers with 78% saying that watching time-shifted programming better accommodates their schedules, compared to 84% of Indonesians (84%) , 74% of Vietnamese, 73% of Singaporeans and 71% of Malays and Thais, and 64% globally.
In addition, a large proportion of Filipino viewers also access video content via catch-up TV, with many reporting to often watch several episodes on the same day.
“This new media landscape is presenting more opportunities for media owners, agencies and advertisers alike to reach and engage viewers, and it is more critical than ever for these stakeholders to understand and tap into this new reality by offering engaging and relevant content that is easily accessible across devices and channels.”
