India is 2018's top consumer of online content in APAC region: Akamai study in 2018
NEW DELHI: India is the top consumer of online content followed by Thailand and Philippines, according to a study on OTT consumption trends by Akamai Technologies. The study which polled participants across Australia, Indonesia, India, Japan, Philippines and Thailand showed that in India, viewers watched 12.3 hours of online content in a week.
On the other hand in Japan, viewers watched the least content online per week at 6.2 hours. The study noted that the Indian (44%) and Thai (45%) audiences showed similar behaviors of watching online content via smartphone.
In Japan, 50% of the viewers preferred accessing OTT services via non-mobile devices. Also, to 70% of Indian viewers, video and audio quality is of utmost importance followed by fast start-up time which accounted to 56%.
The survey highlighted an increased demand for local OTT players across markets: Hotstar in India, Hooq in Indonesia and Niconico in Japan, amongst others. The country-wise highlights of the study suggested that users in Australia watch online content across three sites on average.
In Indonesia, 73% of users are unlikely to pay for subscription-based content and in Japan 70% of the content that users watch is local. As per the study, 58% of users in the Philippines watch content provided by local players like iWantTV and 45% of users in Thailand access online content via a smartphone.
"It's critical for OTT service providers across the region to understand user preferences as viewers increasingly shift to a culture of consuming content on any device, any time, and anywhere. What now becomes the differentiator are those micro-moments when they access their preferred content that could either be instances of delight for the user from good overall quality of experience or frustration, which can potentially lead to churn," said Vincent Low, Chief Media Strategist & Head of Media Product Marketing APJ at Akamai Technologies.
The study commissioned through research firm Kadence International represents patterns of close to 850 million internet users.