When it comes to viewing media content, Filipinos still prefer television over all media platforms, however, growing connected device ownership and expanding social media engagement and interaction are fueling demand for ‘always-on’ media, according to a new report by global performance management company, Nielsen.
The Nielsen report is based on a survey of 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming.
For Filipino consumers, biggest is best when it comes to screen size.
Video programming was defined as any type of content, such as TV, cable shows, professional video or user-generated content that is watched on a television, PC, mobile device such as a phone, tablet or e-reader.
The study also examines consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
Consistent with consumers in other Southeast Asian countries, video programming still generates its biggest audiences on television screens in the Philippines, with 75% of viewers in the country saying bigger is better when it comes to screen size.
Appreciating convenience of mobile devices
However, Filipinos also appreciate the convenience and portability of mobile devices. More than seven in 10 say that watching video programming on their mobile device is convenient. In addition, six in 10 say a tablet is just as good as a PC or laptop computer for watching programming, compared to just 53% globally.
Particular genres and video formats such as movies, how-to shows, comedies, drama, news and sports are building a strong digital following. More than two thirds of Filipinos (67%) watch movies on a computer as do 62% of Vietnamese compared to 47% globally. A further 30% of Vietnamese, 29% of Filipinos, 24% of Singaporeans and 23% of Thais watch movies on a mobile phone compared to just 16% globally.
Meanwhile the Philippines, Vietnam, Singapore and Thailand all rank in the top 10 countries globally when it comes to watching movies on a tablet, with around one quarter of viewership compared to 17% globally.
Anywhere, anytime connectivity
The Nielsen report highlights the growing affinity among Southeast Asian consumers for anywhere, anytime connectivity and keeping up to date with the latest news. Filipinos ranked highest globally in terms of the extent to which they enjoy the freedom of constant connectivity (94%), and Indonesians (89%) ranked second highest globally.
Desire for ‘always-on’ connectivity was also high in Thailand (88%) and Vietnam (88%) which, respectively, ranked fifth and sixth globally, while 86% of Singaporeans and 84% of Malaysians enjoy the freedom of being connected anywhere anytime, compared to just 76% globally.
“When it comes to consuming video content, television maintains its strong foothold but online platforms are giving consumers alternatives avenues to get new, broader selection of content as evidenced by the spike in video consumption via connected devices,” notes Stuart Jamieson, Managing Director of Nielsen Philippines. “This new media landscape is presenting more opportunities for media owners, agencies and advertisers alike to reach and engage viewers, and it is more critical than ever for these stakeholders to understand and tap into this new reality by offering engaging and relevant content that is easily accessible across devices and channels.”
Live video programming
Live video programming holds potent appeal for consumers in the Philippines, Indonesia and Vietnam, particularly content which is linked to social media.
More than three quarters of Indonesians (77%) said they prefer to watch video programming live (highest globally), followed by Filipinos and Vietnamese (76%). The Philippines along with Thailand, Vietnam, and Indonesia all rank in the top 10 countries globally when it comes to watching live video programming content more when it is tied to social media.
Time-shifted programming is also popular among Filipino consumers with 78% saying that watching time-shifted programming better accommodates their schedules, compared to 84% of Indonesians (84%) , 74% of Vietnamese, 73% of Singaporeans and 71% of Malays and Thais, and 64% globally.
A large proportion of Filipino viewers also access video content via catch-up TV, with many reporting to often watch several episodes on the same day.
As connected device ownership in the Philippines continues to expand, the prevalence of dual-screening in the country is the highest in the world.
Globally, the Philippines ranks highest for browsing the Internet while watching video programming (76%), followed by Thailand and Vietnam (76%), and Indonesia (70%). Likewise, Filipinos are the most likely to engage others via social media while watching video programming (70%), followed by Thais (68%).
Vietnamese and Indonesia are also avid users of social media during screen time – 62% and 59% respectively.
“Increasing access to all types of content across a multitude of platforms coupled with the passion for social media is affecting how we consume media,” says Jamieson. “Tap into the viewers’ desire to be part of a collective conversation to encourage them to tune in live. Second-screen strategies should include an interactive or social component that allows users to interact and turn the program into a “can’t miss” event or experience.”
