Press release
57 Percent of Southeast Asian Viewers are Now Streaming More OTT Video Content Because of COVID-19, According to New Research from The Trade Desk
73 percent expect to maintain or increase streaming viewership after the Covid pandemic 89 percent of Southeast Asian viewers will watch ads in exchange for
About this update from The Trade Desk, Inc.
[{"type":"text","content":"\n73 percent expect to maintain or increase streaming viewership after the Covid pandemic\n\n89 percent of Southeast Asian viewers will watch ads in exchange for free programming\n\n SINGAPORE--(BUSINESS WIRE)--\nToday, The Trade Desk (NASDAQ: TTD) announced new, first-of-its-kind research in the Southeast Asia market, showing that 180 million consumers stream eight billion hours of over-the-top (OTT) content per month across Southeast Asia – making OTT one of the fastest growing media channels in the region. OTT services enable viewers to stream professionally-produced video content over the internet on demand, from any device including smart TVs, personal computers or mobile devices.\n\nThe study, which surveyed usage and viewing habits on OTT platforms in Indonesia, Philippines, Malaysia, Singapore, Thailand and Vietnam, showed that COVID-19 has accelerated OTT adoption. More than half (57 percent) of OTT users say they’re streaming more OTT content during the pandemic. These habits are likely to continue even after COVID-19 with 73 percent planning to maintain or increase OTT consumption after the pandemic ends.\n\n“The pandemic has ushered in an accelerated shift to OTT, and there’s no turning back. This is not surprising, given that many consumers have been spending more time at home, and OTT content is more convenient and more accessible than ever,” said Mitch Waters, SVP of Southeast Asia, Australia, and New Zealand, The Trade Desk. “Our research shows, however, that this shift is only going in one direction. Advertisers understand this. They want to move their campaigns to reach consumers where they are, and so they can apply data to video campaigns in ways that are simply not possible via traditional channels, such as linear TV.”\n\nUnderscoring this point, the study also showed that OTT has the potential to seriously disrupt traditional primetime TV. The majority of OTT viewers (70 percent) prefer to tune in between the hours of 8PM-12AM, bringing streaming into direct competition with traditional TV for valuable primetime audiences. Moreover, nearly one in five OTT viewers hadn’t watched any traditional TV at all in the three months prior to the survey. Southeast Asian viewers are also looking to OTT for their favorite content, with 58 percent tuning in to OTT to watch their favorite programming versus just 48 percen...