Meet the (new) media consumer in Southeast Asia (by Nielsen and Videology)

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Here's Nielsen and Videology's exclusive presentation from BroadcastAsia 2014.

Meet the (new) media consumer in Southeast Asia (by Nielsen and Videology)

  1. 1. MEET THE (NEW) MEDIA CONSUMER IN SOUTHEAST ASIA
  2. 2. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 2 The media landscape is changing, but how fast? We need to evolve, but when? Internet TV is replacing linear TV
  3. 3. ONE TO MANY… … MANY TO ONE MEDIA ACCESS HAS BEEN TRANSFORMED
  4. 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 CAPTURING THE CONSUMERS ATTENTION IS VITAL
  5. 5. CONVERGENCE MARKETERS AND PUBLISHERS ADAPT TO THE CHANGING CONSUMER
  6. 6. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 6 TV Addressable TV Online Video Mobile Video Connected TV TARGETING Broad Granular Digital OOH Television Digital Nielsen GRP/TRP High Index 1:1 Household CRM Data TARGETING THE SOLUTION IS CONVERGENCE TODAY SILOED APPROACH TOMORROW HOLISTIC APPROACH
  7. 7. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 7 The future is already here — it’s just not very evenly distributed. William Gibson, NPR “ ”
  8. 8. SEA MEDIA INSIGHTS for BRANDS. BROADCASTERS. AGENCIES >>>
  9. 9. 1 SOUTHEAST ASIA IS A BIG OPPORTUNITY . . .AND GROWING Southeast Asia - 9% of the world’s population Middle class is expanding rapidly 28% 190 MILLION Southeast Asia in 2012 55% 400 MILLION Southeast Asia in 2020
  10. 10. 2 SOUTHEAST ASIANS ARE EXCITED ABOUT THE FUTURE INDONESIA, PHILIPPINES, THAILAND 3 of world’s top 10 most confident nations are from Southeast Asia :
  11. 11. 3 DIGITALLY ENGAGED MEANS ALWAYS CONNECTED 80% own smartphones Almost 8 in every 10 own a PC 50% tablet ownership
  12. 12. ONE SCREEN IS NOT ENOUGH 4 2 or 3 screens is the norm among the digitally engaged 8 in 10 in Vietnam and the Philippines have 3 – the highest in Southeast Asia
  13. 13. 5 Wakes up, checks emails and watches morning TV Travels to work and reads paper online Working and books tickets to cinema Buys lunch from café & plays online games with friends Working, phone, searches for birthday present Arranges to meet friends via text Happy Hour with colleagues & watches football Watches linear or catch-up TV at home Plays online games whilst surfing for new car insurance Updates social media on promotion at work PC: Laptop Desktop Tablet PC: Laptop / Desktop PC / Mobile Device Mobile Device Mobile Device TV TV &/ or PC / Mobile Device PC / Tablet PC / Tablet TECHNOLOGY HAS FOREVER ALTERED PEOPLES DAILY LIVES
  14. 14. Internet TV IS GROWING 6 6 in 10 across SEA Consumers in Thailand and the Philippines watch the most (76%, 71%)
  15. 15. THERE IS AN OPPORTUNITY FOR PUBLISHERS TO MONETIZE CONTENT 7 accessing illegal content accessing via legitimate distribution portals 50% 88% Shift from 2011 to 2014
  16. 16. BROADCASTERS ARE MISSING FROMTOP VIDEO DESTINATIONS 8 INDONESIA, MALAYSIA THE PHILIPPINES SINGAPORE THAILAND VIETNAM
  17. 17. 9 CONSUMERS UNDERSTAND CONTENT ISN’T FREE 65%PREFER FREE CONTENT THAT IS AD SUPPORTED 23%ARE WILLING TO PAY FOR CONTENT
  18. 18. 10 LOCAL LANGUAGE REQUIRED When watching movies/TV online, Thai and Vietnamese are twice more popular than English
  19. 19. MEET GENERATION DIGITAL!11 My 2 year old nephew may never know traditional broadcast TV!
  20. 20. 12 A YOUTH LED REVOLUTION TO ONLINE VIDEO 16-24 yrs Spend more time with video online than with traditional TV
  21. 21. 13 Social TV DRIVES VIDEO VIEWS75% or more engage with social media comments about TV shows
  22. 22. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 22 14 THOUSANDS OF MESSAGES ON TWITTER WITHIN SECONDS TV MOMENTS
  23. 23. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 23 SPORTS FANS AMPLIFY THE ACTION ACROSS SCREENS 15 492M Tweets were about Sports Events in 2013 50% Of Tweets about TV were about Sports Events in 2013 12 of 20 of the most-tweeted TV airings in 2013 were Sports events
  24. 24. MORE OPPORTUNITY MORE DEVICES MORE PLACES
  25. 25. Copyright©2014TheNielsenCompany.Confidentialandproprietary. 25 The Internet is fundamental to the future of TV. Eric Schmidt, Google “ ”

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