OTT is for Everyone
APAC is a richly diverse region, with each country possessing its own unique characteristics. The one thing they all share, however, is that audiences have fully embraced streaming video. As OTT reach continues to grow, this signals a huge opportunity for advertisers given OTT’s ability to reach more engaged audiences at larger scale. Consumer behaviour and ad preferences become increasingly important to brands in crafting an effective advertising strategy.a
As such, we revisit some key trends across the Indonesia, Philippines, Vietnam, Thailand, Singapore and Japan markets to take a closer look at three distinct OTT audiences.
→ OTT audiences aged 16-34
→ OTT audiences aged 35-44
→ Affluent OTT audiences
Download the report for a closer look at OTT viewership in APAC as well as in-depth analysis across Indonesia, the Philippines, Singapore, Thailand and Vietnam.
OTT reaches video viewers watching linear TV and UGC
OTT is now watched more regularly than traditional TV among audiences aged 16 – 34 who prefer ad-supported over ad-free content. In addition, OTT reach is now comparable to that of User Generated Content (UGC) platforms such as YouTube, with the combined reach of major Southeast Asia OTT platforms at 84%, compared with YouTube’s 90%.
The CTV opportunity is emerging
While mobile continues to be the dominant device for accessing streaming content, CTV is on the rise especially among affluent OTT audiences.
→ 20% of Affluent audiences watch CTV
OTT is a purchase driver
OTT is a full-funnel marketing strategy with the power to influence all stages of the consumer journey, from brand building to sales conversion. OTT viewers are also open to viewing ads from advertisers within categories they actively purchase.
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