Traditional TV continues to maintain its leading position in terms of content distribution platforms by far with 72 percent of consumers watching broadcast TV, according to a report released Wednesday by global measurement company Nielsen.
However, alternative platforms are emerging as 78 percent of digital consumers report watching TV content and movies via online platforms such as video-on-demand (VOD). And 67 percent of VOD subscribers claim to stream VOD content every day.
YouTube (97 percent) and Facebook (81 percent) are acknowledged as the top two popular sources to access VOD content, the Nielsen Vietnam Cross-Platform Insights Report 2015 said.
“The strong desire for more content options and content-on-demand is driving consumers to source online-delivered content which in the past has been the domain of traditional media sources,” Doan Duy Khoa, director, consumer insights ,Nielsen Vietnam, said. “Consumers are exercising their choice of how, when and where they can obtain their content and are more active in their media habits than ever before.”
According to the report, more than 9 in 10 Vietnamese are dual-screeners. Regardless of age, they all love to access some form of content through TV and online sources at the same time. There is no single primary device for the two screens as smartphones, desktops and laptops are all used.
Khoa said: “As device ownership increases, dual screening could become the norm. There is likely to be increasing experimentation to access content through new devices like smartphones, tablets, Connected or Smart TV.”
As ownership of connected devices surges across the region, consumers are taking the driving seat when it comes to their consumption of media, choosing when, where and how they access content.
According to the report, 91 percent of consumers in Vietnam own smartphones compared to 82 percent in 2014.
Besides, Pay TV/cable TV (79 percent), laptops (78 percent) and desktops (75 percent) are the top devices owned by Vietnamese digital consumers.
The level of ownership for connected TV, smart TV and tablets remains quite high, at more than 43 percent.
The report also reveals that consumers in Vietnam on average spend 24 hours and 7minutes online per week, an increase of almost nine hours from 2014.
Consumers in the Philippines also spend the same amount of time on digital platforms. In Asia, consumers in Singapore are the most digitally active, averaging 25 hours and 9 minutes per week.
More specifically, Vietnamese aged 21-29 are spending the most time on the Internet, up to 27 hours and 2 minutes per week.
Next is the group aged 40 and above.
“The rapid up-take of connected devices, especially smartphones and tablets, is instrumental in media consumption shifting beyond traditional media formats such as broadcast TV, and also beyond traditional time parts,” Khoa said.
“For media owners, it is becoming increasingly important to understand consumers’ viewing habits in order to deliver the right content at the right time, working in partnership with advertisers to uncover new opportunities to connect with and engage consumers to build brand awareness, affinity and loyalty.”