Tag: OTT media

Indonesia – The Asia Video Industry Association (AVIA) has released a study with Milieu Insight to understand the usage of different video services in Indonesia and consumer attitudes towards them. The study looked at video across social media, user-generated content (UGC), linear TV, messaging services and premium OTT.

Data given by AVIA and Milieu Insight suggested that amongst Indonesians, UGC and social media content garners more attention in audience engagement and advertising, but premium OTT has the best content according to 75% of respondents.

Indonesian consumers also associate premium OTT the most with positive emotions. When asked about feelings after watching an hour of different types of content, premium OTT services significantly outscored user-generated content and social media in eliciting happiness (51%) and amusement (73%).

According to the study, while premium OTT is still at an earlier stage of development in Indonesia than free UGC and social media services like YouTube and TikTok, it is clear that those who use premium OTT value it more. When asked what video services they would first be prepared to forego, only one in the top ten services was premium OTT, and the top 4 were all social media or UGC services.

Talking about the results, Louis Boswell, CEO of AVIA, said, “We believe the power and opportunity of premium OTT is hugely significant and offers a real and relatively untapped opportunity for advertisers in Indonesia. The proven quality of the environment, the stickiness of the content and the positive emotions created by it are critical for advertisers, and this study clearly demonstrates that.”

“Given the dominance and high penetration of UGC and social media video services in Indonesia, the fact that this smaller but growing category of premium OTT performed so well in these categories is quite remarkable. We believe advertisers need to sit up and take note,” he added.

Bangkok, Thailand – LaLiga Pass, the over-the-top (OTT) platform offering of Spanish football division LaLiga, will be made available to fans in Thailand, giving them access to LaLiga Santander and LaLiga SmartBank matches.

LaLiga Pass has also been made available to fans in Indonesia as part of the Asian offering of the OTT platform.

Through LaLiga Pass, fans in both countries will become the first in the world to have LaLiga Pass available for their mobile devices and televisions, a step that allows LaLiga to get even closer to its fans, making them owners of the content and allowing them to enjoy an increasingly personalised fan experience.

Along with live coverage of every LaLiga Santander and LaLiga SmartBank match, LaLiga Pass users will also have access to match round-ups, documentaries, videos of the best goals and saves, interviews and other exclusive content designed for each country.

In addition, each matchday will feature three LaLiga Santander matches narrated in the local language, something that only LaLiga Pass users will be able to enjoy.

Alfredo Bermejo, digital strategy director at LaLiga, said, “One of the keys of the entertainment sector is to be able to offer a high degree of personalisation, to speak to each fan in their own language and to provide them with quality content adapted to their tastes and needs. We believe that LaLiga Pass, and all the technology behind it, is a big step in this direction and will be a great option for those who want to enjoy LaLiga and everything that surrounds it.”

Furthermore, LaLiga Pass will also represent a new business model that will both improve the fan experience and attract more LaLiga fans as well as provide a technology that can be commercialised and exploited by other companies through LaLiga Tech.

Oscar Mayo, executive director at LaLiga, commented, “LaLiga Pass is a logical step in our audiovisual strategy. Over the last few years we have strived to improve the experience for fans watching LaLiga from different parts of the world and we now want to take things a step further by allowing them to have more control over what they watch, offering more and better content, and telling more stories around LaLiga and its clubs in those countries.”

California, USA – Programmatic digital advertising company PubMatic has announced that it is now expanding its fraud-free program to omnichannel clients, specifically those handling inventories of connected TV (CTV) and over-the-top media service (OTT).

The program is designed to expand scale and engagement opportunities for buyers and promote the development of the rapidly growing CTV sector, from a limited number of top-tier channels and apps, to a broader range of channels and apps with unique high value audiences.

Furthermore, it is expanded to include a money-back guarantee for demand-side partners if fraud is verified on PubMatic’s platform.

“We see tremendous upside potential in the transition from linear TV to connected TV, but fraud concerns have prevented some buyers from fully benefiting. We are confident in the quality of inventory on the PubMatic platform, and our fraud-free program should give buyers confidence to bid on quality CTV inventory at scale,” said Paulina Klimenko, chief growth officer at PubMatic.

She further says that publishers are creating a wealth of new premium TV content and that they are attempting to remove the major challenges and risks. 

“PubMatic is helping DSPs, agencies, and advertisers take advantage of the dramatic increase in opportunities to engage the huge numbers of viewers shifting to CTV,” added Klimenko

With many buyers continuously buying from a small number of CTV publishers due to concerns over quality and fraud, PubMatic’s fraud-free program aims to enable buyers to embrace the full potential of programmatic bidding, where efficiency and control do not need to be traded off against each other.

In addition, PubMatic believes the full potential of programmatic CTV can only be realized when buyers have confidence that their investments will reach real consumers within their intended contextual environments.

“PubMatic employs a rigorous inventory review process for publishers across all platforms and formats (mobile, desktop, digital video and CTV). Leveraging a combination of expert human analysis, proprietary and third-party fraud detection tools, PubMatic vets publishers prior to onboarding and implements pre-bid and post-bid protections to detect and filter out invalid traffic and other nefarious activity, and has historically achieved low fraud levels,” the company said in a press statement.

Singapore – Over-the-top (OTT) video streaming reaches 392 million people across Asia Pacific, according to a new report from global video advertising platform SpotX.

According to the report, over two thirds (69%) of video viewers in the region watch streaming video at least once a week, confirming that both the audience size and regularity of OTT viewing have matured and entered the mainstream. The top three markets for OTT viewing were Singapore (91%), Australia (81%), and Indonesia (76%). 

In terms of daily streaming, OTT viewers watch more than two hours of content a day, often out-stripping traditional TV and video-sharing platforms. The leading markets for OTT consumption are the Philippines, Indonesia, and Australia. 

The majority of OTT streaming is done through mobile devices, evident across developing countries. However, smart TV viewership is growing quickly, especially in Australia, Singapore, and Vietnam, where at least one in five video viewers streams through a smart TV.

Meanwhile, most video viewers (67%) prefer to watch free, ad-supported content versus only 23% who prefer to pay for an ad-free service. There is also a clear acceptance of ads in exchange for viewing free content, with 86% of viewers saying they don’t mind watching ads – provided the ad loads are kept light. Also, streamers say that OTT ads are more effective than TV ads at attracting their attention across Southeast Asian countries.

“We are only scratching the surface of the possibilities in OTT. Not only have users grown due to the stay-at-home regulations, but it is a habit that Indonesians will continue to pursue post-pandemic,” said Crisela Magpayo Cervantes, principal partner at Mindshare Indonesia. 

“Local original series and movies, Korean drama, and sports are driving OTT growth as are different acquisition strategies, through telco partnerships, and new funding models,” she added. 

The research was conducted across the markets of Indonesia, the Philippines, Vietnam, Thailand, Singapore, Japan, and Australia through the help of Singapore-based research firm Milieu Insights, which conducted a quantitative survey of 7,000 people across the aforementioned markets.

Manila, Philippines – The current state brought by the global pandemic has seen a rise in consumption of over the top (OTT) media, particularly in the Philippines, a new report by technology company The Trade Desk stated.

According to the report, 36 million consumers streamed about two billion hours of OTT content per month – making OTT one of the fastest growing media channels in the country. 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.

More than half, or 55 percent, of all Filipino OTT users report streaming more OTT content during the pandemic than before. These habits are likely to persist even in a post-COVID world as 65 percent say they plan to maintain or increase OTT consumption after the pandemic ends.

Mitch Waters, SVP of Southeast Asia, Australia, and New Zealand for The Trade Desk, supports the idea that the pandemic has accelerated consumer trends in making OTT the next big thing in the market of TV media consumption.

“The shift to OTT streaming in the region, and specifically the Philippines where more than half of viewers are turning to OTT than ever before at higher viewing rates than other countries in the region, demonstrates the undeniable inflection point for TV consumption that will most certainly never turn back to the way it used to be,” Waters stated.

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In terms of tuning in, 1 in 2 users prefer to tune in between the hours of 8 PM-12 AM, bringing streaming into direct competition with traditional TV for valuable primetime audiences. Filipino viewers are also looking to OTT for their favorite content, with 62 percent tuning in to OTT to watch their favorite programming versus just 54 percent on traditional broadcast.

Furthermore, more than 20 million Filipinos tune in to at least one ad-supported OTT platform, with 55 percent of all OTT viewers between 16-34 years of age, providing a new channel for brands to build relationships with this high-coveted demographic.

“As more young, engaged, and active Filipinos shift to OTT and are willing to view more ads, advertisers have an enormous opportunity in front of them. This provides an opening for advertisers to employ a data-driven approach with an improved advertising experience in a way that’s not possible with traditional TV,” said Waters.