Brightcove Inc., the leading global provider of cloud services for video, today published its annual OTT TV market study for Asia, The 2019 Asia OTT Research Report, conducted with research partner YouGov, a global public opinion and data company.
The study polled 9,000 participants across nine countries in Asia, including 1,000 consumers in Malaysia. The survey was designed to uncover insights into consumer preferences around OTT services, including subscription tiers and motivators driving subscriptions; how much consumers are willing to pay; their tolerance to advertising and ad-supported subscriptions; and openness to a shoppable TV experience post-programming. The report is co-sponsored by Evergent, a leading provider of cloud-based, user lifecycle management solutions for video service providers; and SpotX, a leading global video advertising and monetisation platform.
Key findings for Malaysia include:
- 49% of respondents said they might be open to a reduced monthly subscription package that serves ads — depending on the price, whereas 28% said they would definitely sign up, representing a potential market size of 77% of respondents polled favouring this option.
- 58% of ‘Lapsed’ respondents plan to sign-up for OTT services in the future.
- The choice of multiple options for content was the primary influence for 47% of respondents to sign up to multiple OTT services, while free trials and promotions influenced 45% of respondents.
- Thinking about the future, 25% of Malaysian respondents want to pay nothing and watch ads as a trade-off to consuming content, 22% elected to pay a lower fee with limited ads, and 20% would like to pay a higher fee to not see ads.
- When asked how much would respondents be willing to pay for OTT services, 35% stated less than USD $1 per month, 23% would pay USD $1-$4 per month, and 20% would pay USD $5-$9 per month.
- 25% of Malaysian respondents found one ad as an acceptable advertising load per ad break and 18% were open to two ads per break.
- Offline downloads (43%), using less mobile data when streaming (41%), and seamless viewing between devices (35%) were the top three OTT service features most wanted by Malaysian respondents.
- When asked if respondents would be open to purchasing product as seen on TV, 67% of respondents were receptive to the idea of shoppable TV.
Greg Armshaw, Head of Sales, Asia at Brightcove, said, “The main competition for Malaysian OTT service providers is from free online streaming services. The fact that the subscription cost of the average OTT platform in Malaysia is the same cost as a pirated DVD is an opportunity for content providers. OTT companies can edge out free online streaming services by offering highly rated programs on their OTT services first, enabling frictionless user sign-up experiences, and offering advanced mobile TV viewing experiences. Brightcove can help OTT companies to launch a robust OTT strategy and regain market share from content pirates.”
Brightcove Inc. is the leading global provider of powerful cloud solutions for managing, delivering, and monetising video experiences on every screen. A pioneering force in the world of online video since the company’s founding in 2004, Brightcove’s award-winning technology, unparalleled services, extensive partner ecosystem, and proven global scale have helped thousands of companies in over 70 countries achieve better business results with video. To learn more, visit www.brightcove.com.
YouGov is an international data and analytics group, offering opinion data derived from its highly participative panel of 6 million people worldwide. YouGov combines this continuous stream of data with its deep research expertise and broad industry experience into a systematic research and marketing platform. With 34 offices in 22 countries and panel members in 38 countries, YouGov has one of the world’s top ten international market research networks. For further information visit https://ap.yougov.com.