The latest edition of Brightcove’s annual Asia OTT TV market study has found that more than 50 percent of respondents want to pay $4 or less per month for access to an online content service.<\/p>\n
The 2019 Asia OTT Research Report<\/em>, conducted with YouGov, polled 9,000 participants in Hong Kong,\u00a0India,\u00a0Indonesia,\u00a0Malaysia, the Philippines,\u00a0Singapore,\u00a0Taiwan,\u00a0Thailand and\u00a0Vietnam. Of those polled, 30 percent said they wanted to pay less than $1 per month for an OTT service, and 24 percent said they would pay between $1 and $4. Only 20 percent said they would pay between $5 and $9 a month.<\/p>\n On SVOD versus AVOD, 30 percent\u00a0will use an AVOD service without subscription fees, 21 percent\u00a0elected to pay a lower fee with limited ads, and\u00a014 percent\u00a0would like to pay a higher fee to be free from ads.<\/p>\n The report also found that 54 percent of those who had let their OTT subscription lapse would sign up again in the future.<\/p>\n For those subscribing to multiple services,\u00a043\u00a0percent said they do so because they want more content options,\u00a039 percent to satisfy the content needs for an entire family,\u00a035 percent\u00a0for access to niche content and\u00a036 percent\u00a0because the content they want isn’t available on just one OTT service. Another key driver (42 percent) is the ability to sign up for a free trial or promotion.<\/p>\n The features most desired by Asian consumers are\u00a0offline download\u00a0(42 percent), access on mobile\u00a0(38 percent)\u00a0and using less mobile data when streaming\u00a0(33 percent).<\/p>\n Greg Armshaw, head of sales for Asia\u00a0at Brightcove, said, “The TV industry in\u00a0Asia\u00a0continues to be disrupted by a variety of OTT TV services and is shifting more to online video. It’s being defined by what the viewers want, how much they are willing to pay, and what kind of user experience viewers are demanding. There is a dearth of consumer research in this area and by uncovering country-specific consumer opinions and preferences about OTT services, we aim to provide insights and guidance to our customers. New and established media companies can benefit from this data and use it to shape their OTT strategies regardless of where they are in their journey.”<\/p>\n","protected":false},"excerpt":{"rendered":" The latest edition of Brightcove’s annual Asia OTT TV market study has found that more than 50 percent of respondents want to pay $4 or less per month for access to an online content service.<\/p>\n","protected":false},"author":290,"featured_media":5459,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75,69],"tags":[1321,82],"class_list":["post-5458","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-analysis","category-top-stories","tag-brightcove","tag-ott"],"yoast_head":"\n