omniture

Brightcove Publishes Over-the-Top (OTT) TV Research with Insights on Adoption, Payment, and Advertising Preferences in Indonesia

80% of Indonesian respondents open to ad-funded subscription video on-demand (SVOD) service at a reduced price
2019-07-04 12:31 8090

JAKARTA, Indonesia, July 4, 2019 /PRNewswire/ -- Brightcove Inc. (NASDAQ: BCOV), 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 Indonesia. 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 Indonesia include:

  • 42% of respondents said they might be open to a hybrid model where a reduced monthly subscription package also serves ads -- depending on the price, whereas 38% said they would definitely sign up, representing a potential market size of 80% of respondents polled favouring this option. 
  • 54% of 'Lapsed' respondents are planning to sign-up for OTT services again in the future.
  • The choice of multiple options for content was the primary influence for 44% of respondents to sign up to multiple OTT services, while free trials and promotions influenced 38% of respondents.
  • Thinking about the future, 31% of Indonesian respondents want to pay nothing and watch ads as a trade-off to consuming content, 17% elected to pay a lower fee with limited ads, and 16% wanted the flexibility to customise ad and pricing plans.
  • When asked how much respondents would be willing to pay for OTT services, 33% stated less than USD $1 per month, 24% would pay USD $1-$4 per month, and 18% would pay USD $5-$9 per month.
  • 22% of Indonesian respondents found one ad as an acceptable advertising load per ad break and 21% were open to two ads per break.
  • Offline downloads (39%), seamless viewing between devices (33%), and using less mobile data when streaming (32%) were the top three OTT service features most wanted by Indonesian respondents.
  • When asked if respondents would be open to purchasing product as seen on TV, 69% of respondents were receptive to the idea of shoppable TV. 

Greg Armshaw, Head of Media at Brightcove, Asia, said, "The Indonesian television market has drastically changed since the days when consumers' only options were to watch content on free-to-air channels or to purchase a bundle of channels from a local pay-TV operator. Now, over half (57%) of Indonesians have at one point accessed an OTT TV service. And 44% of consumers subscribe to multiple OTT services because they want more content options. As one of the largest markets in Asia, with 150 million internet users, Indonesia presents an immense opportunity for OTT-delivered TV content, especially on mobile. At Brightcove, we understand the kind of user experience that mobile-centric consumers have come to expect and demand, and that's why we are fixated on delivering exceptional video streaming experiences across every screen."

For more region-specific data, check out our South East Asia OTT Market Snapshot. The full report can be downloaded at www.brightcove.com/ottasia2019.

About YouGov

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.

About Brightcove

Brightcove Inc. (NASDAQ:BCOV) 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.

Source: Brightcove, Inc
Related Stocks:
NASDAQ:BCOV
collection
collection