Hong Kong โย April 19, 2016 โย Media landscape is evolving rapidly where consumers have more choices than ever in the way they consume video entertainment. New data from Nielsen shows 34% of respondents in Hong Kong say they pay to watch VOD programming via pay TV service providers, where just only one-tenth of respondents in Hong Kong (11%) say they pay to watch VOD programming via subscription to an online-service provider. Nevertheless, four-out-of-five (81%) respondents are using their TVs, computers, mobiles or other online devices to watch any type of VOD programming.
โTodayโs media landscape is complex, but the growth of video-on-demand programming services can create opportunities for all players in the media ecosystem,โ said Angel Young, managing director, Nielsen Hong Kong and Macau. โFor audiences, advertisers and content providers alike, an advantage will be gained with an in-depth and keen understanding of not just how consumer viewing dynamics are changing, but why they are changing. Two things were never truer than they are today: Content will always be king and consumers will continue to demand greater control and customization of the viewing experience. Providers who exceed standards on both fronts will have an advantage.โ
Survei Nielsen Global Video-on-Demand mensurvei lebih dari 30.000 responden online di 61 negara untuk mengukur sentimen di seluruh dunia mengenai metode penayangan dan periklanan VOD. Dan jumlah pemirsa VOD yang dilaporkan sendiri cukup signifikan. Hampir setengah (49%) responden mengatakan bahwa mereka tidak masalah dengan iklan jika kontennya gratis.
ALIRAN PENUH KE DEPAN?
Menurut survei tersebut, 69% pemirsa Hong Kong menggunakan komputer untuk menonton program VOD, sementara 67% menggunakan ponsel untuk menonton. Di antara mereka yang menonton semua jenis program VOD, hampir setengahnya (47%) mengatakan bahwa mereka menonton program video-on-demand setidaknya sekali sehari.
"Meningkatnya popularitas layanan menonton video online akan terus memberikan tekanan pada lembaga penyiaran dan penyedia layanan TV berbayar, namun penggantian yang substansial antara satu dengan yang lain tidak mungkin terjadi," kata Young. "Bagi sebagian besar pemirsa Hong Kong, layanan online dan tradisional tidak saling eksklusif, tetapi saling melengkapi. Selain itu, penayangan video online, jaringan dan distributor pemrograman video multisaluran menghadapi banyak tantangan yang sama, termasuk preferensi konsumen yang berkembang pesat, pilihan yang terlalu banyak dan biaya konten yang meningkat."
Dalam lingkungan media saat ini, satu-satunya hal yang konstan adalah perubahan. VOD mungkin merupakan salah satu pendatang baru dalam fragmentasi, tetapi ini merupakan kelanjutan dari perjalanan liar yang telah dialami industri ini selama lebih dari satu dekade. Dan laju perubahannya sepertinya tidak akan melambat dalam waktu dekat. Memenangkan hati pemirsa tidak pernah semudah ini. Meskipun perubahan dan ketidakpastian bisa jadi sulit, penyedia konten harus tetap lincah, fleksibel, dan menjadi yang terdepan dalam menghadapi tantangan apa pun yang akan datang.
TENTANG METODOLOGI GLOBAL NIELSEN
The findings in this survey are based on respondents with online access in 61 countries.ย While an online survey methodology allows for tremendous scale and global reach, it provides a perspective only on the habits of existing Internet users, not total populationsโsomething particularly relevant when reporting an activity such as watching video-on-demand. In developing markets where online penetration is lower, audiences may be younger and more affluent than the general population of that country. In addition, survey responses are based on claimed behavior rather than actual metered data. Cultural differences in reporting sentiment are likely factors in the outlook across countries. The reported results do not attempt to control or correct for these differences; therefore, caution should be exercised when comparing across countries and regions, particularly across regional boundaries.
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsenโs Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content โ video, audio and text โ is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industryโs only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the worldโs population. For more information, visitย www.nielsen.com.
