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SEA Insights

Consumers in Singapore prefer online videos to TV

Zoë Lawrence

APAC Director - Digital

Digital 22.02.2017 / 09:00

Watching video on tablet 2 col

76% of connected consumers in Singapore watch online videos on a daily basis

Connected consumers in Singapore 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. 

Thanks to fast internet speeds and high smartphone penetration, 76% of connected consumers in Singapore are watching online video on a daily basis – higher than the number watching traditional broadcast TV (67%). This online video consumption is incremental, meaning that people are watching it in addition to their existing TV viewing habits. They are also spending the most time on online video content in comparison to other countries across the region, spending on average two hours every day.


APAC Consumers Online Video Info _edited

Connected Life data showed that free online video, such as YouTube, is watched by 76% of connected consumers in Singapore daily. A similar number (71%) of online Singaporeans are also watching videos that appear on their social feed, either from brands, news sources or their friends.

Digital channels are allowing 42% 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 18% daily in Singapore.

The type of content that people are seeking out is also evolving. Popular video content no longer has to be professionally produced, with almost one in three (29%) connected consumers in Singapore saying that most of the content that they watch online is produced by ‘people like me’ or celebrities. Singaporeans are also some of the most open to video content from brands, with 40% of connected consumers watching this on a weekly basis.


What this means for brands

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.

There has 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.

Source : Kantar TNS

Editor's Notes

For more data and insights on digital media consumption or to speak to Zoë, please contact us.

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