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Vietnam Today

Television dominant media platform for Vietnamese viewers

Released at: 18:55, 01/04/2015

Television dominant media platform for Vietnamese viewers

Shifting trends in media consumption have also been highlighted in a new report.

by Do Huong

Television maintains its foothold as the media platform of choice for the majority of media viewers in Vietnam. However, burgeoning connected device ownership and expanding engagement in social media are fuelling demand across the country for 'always-on' connectivity, according to a new report by global performance management company, Nielsen.

The Nielsen Global Digital Landscape Report included a survey of 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. Video programming was defined as any type of content, such as TV, cable shows, professional video or user-generated content that is watched on a television, PC, or mobile device such as a phone, tablet or e-reader. The study also examines consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.

Video programming still generates its biggest audiences on television screens across Southeast Asia, and the majority of viewers around the region say bigger is better when it comes to screen size. However, they also appreciate the convenience and portability of mobile devices. Around seven in ten think watching video programming on their mobile device is convenient. In addition, more than six out of ten say a tablet is just as good as a PC or laptop computer for watching programming, compared to just 53 per cent globally.

Particular genres and video formats such as movies, how-to shows, comedies, drama, news and sports are building a strong digital following. Although watching movies, drama, news and comedies on a television is preferred by consumers across the region, up to 62 per cent of Vietnamese watch movies on a computer as do 67 per cent of Filipinos compared to 47 per cent globally. A further 30 per cent of Vietnamese, 29 per cent of Filipinos, 24 per cent of Singaporeans and 23 per cent of Thais watch movies on a mobile phone compared to just 16 per cent globally. Meanwhile Vietnam, the Philippines, Singapore and Thailand all rank in the top ten countries globally when it comes to watching movies on a tablet, with 26 per cent, 26 per cent, 24 per cent and 22 per cent viewership respectively compared to 17 per cent globally.


Source: Nielsen Global Digital Landscape Report, March 2015

The Nielsen report highlights the growing affinity among Southeast Asian consumers for anywhere, anytime connectivity and keeping up to date with the latest news. In the region, Filipinos and Indonesians ranked the highest and the second highest globally in terms of the extent to which they enjoy the freedom of constant connectivity, with 94 per cent and 89 per cent respectively, compared to just 76 per cent globally. Thailand and Vietnam ranked fifth and the sixth globally with around 88 per cent. The demand for 'always-on' connectivity was also high in Singapore (86 per cent) and Malaysia (84 per cent). "There is no doubt television still reigns supreme when it comes to consuming video content, but there is evidence of a spike in video consumption via connected devices such as computers, tablets and mobile devices across many Southeast Asia markets, especially Vietnam" observed Mr. Sinthu Peatrarut (David), Managing Director, Media Client Leadership for Thailand, the Philippines, Myanmar and Vietnam. "The demand for being connected anywhere, anytime and keeping up to date with the latest news is high in this region. Therefore, flexible access to the content across platforms will provide viewers with a broader selection to choose from and more opportunities to engage with the content."

Vietnam, Thailand, the Philippines and Indonesia all rank in the top ten globally when it comes to watching live video programming content more when it is tied to social media. In fact, more than three quarters of Indonesians (77 per cent) said they prefer to watch video programming live (highest globally), followed by Filipinos and Vietnamese (76 per cent).


Source: Nielsen Global Digital Landscape Report, March 2015

As connected device ownership in Southeast Asia continues to expand, the prevalence of dual screening across the region is amongst the highest in the world. Globally, the Philippines ranks highest for browsing the Internet while watching video programming (76 per cent), followed by Thailand and Vietnam (76 per cent), and Indonesia (70 per cent). Likewise, Filipinos are the most likely to engage others via social media while watching video programming (70 per cent), followed by Thais (68 per cent). Vietnam and Indonesia are also avid users of social media during screen time with 62 per cent and 59 per cent respectively.

"Media consumption habits in Southeast Asia are undergoing the most fundamental changes since the introduction of television," emphasises Mr. David. "Increasing access to all types of content across a multitude of platforms is providing viewers with more choice than ever before. Coupled with Southeast Asians' passion for social media, this is driving a significant shift in viewing trends. This new media landscape is presenting more opportunities for media owners, agencies and advertisers alike to reach and engage viewers, and it is more critical than ever for these stakeholders to understand and tap into evolving media consumption habits."

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