Connected consumers in Malaysia are watching more video content than ever before, according to the findings from Kantar TNS’s Connected Life study into the behaviours of internet users across the globe. The study shows that people are consuming a wide variety of online video – from online TV or subscription services like Netflix, to free video on platforms such as YouTube and via social content that appears in their social feeds.
Rising internet connectivity has driven an increase in content consumption, with 82% of internet users in Malaysia watching online video on a daily basis – higher than the number watching traditional broadcast TV (70%). This online video consumption is incremental, meaning that people are watching it in addition to their existing TV viewing habits.
However, traditional TV still captures longer viewing times, with connected consumers watching it for an average of 2.2 hours every day, in comparison to 1.8 for online video.
Zoë Lawrence, APAC Digital Director at Kantar TNS, says: “The Connected Life study shows that there is a strong appetite for video content online, consumed when and where people want to watch it. Brands should no longer think about targeting traditional TV primetime, but identify ‘primetime’ for their brand.”
Connected Life data showed that free online video, such as YouTube, is watched by 81% of connected consumers in Malaysia daily. A similar number (80%) of online Malaysians are also watching videos that appear on their social feed, either from brands, news sources or their friends. Digital channels are allowing one in three (39%) connected consumers to access on-demand channels, allowing them to catch up on broadcast TV content online. Some are also using paid-for subscription services such as Netflix, viewed by 20% daily in Malaysia.
The type of content that people are seeking out is also evolving. Popular video content no longer has to be professionally produced, with one in three (31%) connected consumers in Malaysia saying that most of the content that they watch online is produced by ‘people like me’ or celebrities. Malaysians are also some of the most open to video content from brands, with almost half (47%) of connected consumers watching this on a weekly basis.
Dan Foxman, Director, Kantar TNS, says: “Malaysian connected consumers are hungry for the latest online video content, with eight out of ten watching online videos every day. Unlike traditional TV, they are able to watch it on the go via mobile, fitting shorter chunks into their daily routines. Brands need to be closely in tune with what they are watching and who they are watching if they want to make sure their online video strategy is aligned to what consumers want to see.”
Zoë Lawrence continues: “There’s been an explosion in the consumption of online ‘on-demand’ viewing across Asia Pacific, creating new media moments that didn’t exist in a traditional marketing world. Online video provides brands with an opportunity to tell their story in a different way; we’re seeing a lot of brands succeed with long-format video and also great creative work that overcomes some of the challenges of video in a social feed. If the content is good enough, people will watch it. Brands now know that simply putting their TVC online will not work; they need to develop content that works well within the context of the online channel they are using.”
About Connected Life
Connected Life is a leading global study of the digital attitudes and behaviours of 70,000 internet users across 57 countries. It uses comprehensive analysis of how connectivity changes people’s behaviour to address the big challenges for marketers. It does so by looking in detail at consumers, connections, content and commerce, providing the strategic guidance needed to keep, engage and influence the people that matter. The fieldwork was undertaken in all markets between June and September 2016.
For further information, visit Connected Life.
About Kantar TNS
Kantar TNS is one of the world’s largest research agencies with experts in over 80 countries. We provide actionable insights to help companies make impactful decisions and drive growth.
With expertise in innovation, brand and communication, shopper activation and customer relationships we help our clients identify, optimise and activate the moments that matter to drive growth for their business.
We are part of Kantar, one of the world’s leading data, insight and consultancy companies.
Find out more at www.tnsglobal.com
Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.