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

Over 80% of Filipino respondents open to ad-funded subscription video on-demand (SVOD) service at a reduced price
2019-07-03 14:00 7956

MANILA, Philippines, July 3, 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 the Philippines. The survey was designed to uncover insights into consumer preferences towards 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. 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 the Philippines include:

  • 39% 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 47% said they would definitely sign up, representing a potential market size of 86% of respondents polled favouring this option.
  • 69% of 'Lapsed' respondents are planning to sign-up for OTT services again in the future.
  • The main drivers for subscribing to multiple OTT services were free trial and promotions for 53% of respondents, whereas 46% of respondents stated the desire for more content options.
  • Thinking about the future, 26% of Filipino respondents want to pay nothing and watch ads as a trade-off to consuming content, while another 26% elected to pay a lower fee with limited ads, and 17% would like to pay a higher fee to not see ads.
  • When asked how much would respondents be willing to pay for OTT services, 26% stated less than USD $1 per month, 32% would pay USD $1-$4 per month, and 21% would pay USD $5-$9 per month.
  • 27% of Filipino respondents found one ad as an acceptable advertising load per ad break and 17% were open to two ads per break.
  • Offline downloads (51%), access on mobile (50%), and using less mobile data when streaming (48%) were the top three OTT service features most wanted by Filipino OTT respondents.
  • When asked if respondents would be open to purchasing product as seen on TV, 80% of respondents were receptive to the idea of shoppable TV.

Greg Armshaw, Head of Sales, Asia, at Brightcove, said, "As OTT TV service providers wrestle with how to retain and grow their subscriber base, they need to continue to strengthen their content libraries, improve stream quality, enable multi-device distribution, and provide value. In order to make their services accessible, OTT service providers should experiment with a variety of price plans, including ad-funded subscriptions, and weekly pricing. Testing out a few price plans will help to identify the most profitable mix of plans that work in the Philippines. At Brightcove, we have cultivated a technology partner ecosystem with companies that specialise in subscriber management systems, so OTT service providers can rapidly deploy high-quality subscription video services across their platforms without costly integration or development work."

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
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