With the rise of video-on-demand platforms where consumers have the power to select, watch or listen to video content whenever they want, broadcast TV still reigns supreme in the Philippines. In a new report from global performance management company, Nielsen, 59% of online Filipino consumers are subscribed to a cable provider and at the same time, 16% are subscribed to an online service provider.
The Nielsen Global Video-on-Demand Survey polled over 30,000 online respondents in 61 countries to gauge worldwide sentiment about VOD viewing and advertising methods. The number of self-reported VOD viewers is significant. Eighty one percent (81%) of Filipino respondents subscribed to an online service provider claim they watch some form of VOD programming, second in Southeast Asia after Vietnam (91%). This includes long-and short-form content, be it through TV, computer, tablet or a mobile phone.
In addition, 45% of online Filipino consumers watch VOD once a day or more often. When they access VOD, movies dominate the type of VOD content watched by Filipinos. In fact, close to nine in ten (89%) Filipinos say they view movies, followed by TV programmes (60%) and other genres such as comedies (52%), documentaries (44%), reality shows (40%), news shows (38%) and dramas (35%).
Filipino consumers predominantly use computers (80%) and mobile phones (76%) to watch VOD programming.
VIDEO-ON-DEMAND IS HERE TO STAY
Given the fast-paced lifestyle of today’s consumers, convenience is an important consideration. Eighty-five percent of online Filipino consumers said they can view VOD at a time that is most convenient for them. Eighty-two percent (82%) of online Filipino consumers said they like to catch up on multiple episodes at one time.
Filipino consumers are also showing great propensity to be on social media while watching VOD, with 74% saying they like to use social media while watching VOD programming.