Singapore – 90% of Thai and Indonesian viewers prefer the quality of professional videos over social videos, according to a report from the Asia Video Industry Association (AVIA).
According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality.
The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.
Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.
Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.
The research was conducted by Milieu Insight in November 2024.
“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.
David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”
“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.
