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
La Nielsen Global Video-on-Demand Survey ha intervistato oltre 30.000 intervistati online in 61 Paesi per valutare il sentimento mondiale sulla visione del VOD e sui metodi pubblicitari. Il numero di spettatori VOD autodichiarati รจ significativo. Quasi la metร (49%) degli intervistati dichiara di essere disposta a ricevere pubblicitร se il contenuto รจ gratuito.
FLUSSO COMPLETO IN AVANTI?
Secondo l'indagine, il 69% degli spettatori di Hong Kong utilizza il computer per guardare la programmazione VOD, mentre il 67% utilizza il telefono cellulare. Tra coloro che guardano qualsiasi tipo di programmazione VOD, quasi la metร (47%) ha dichiarato di guardare programmi video-on-demand almeno una volta al giorno.
"La crescente popolaritร dei servizi di video online continuerร a mettere sotto pressione le emittenti e i fornitori di servizi di pay TV, ma รจ improbabile una sostanziale sostituzione dell'uno con l'altro", ha dichiarato Young. "Per la maggior parte degli spettatori di Hong Kong, i servizi online e quelli tradizionali non si escludono a vicenda, ma sono complementari. Inoltre, la visione di video online, le reti e i distributori di programmi video multicanale devono affrontare molte delle stesse sfide, tra cui la rapida evoluzione delle preferenze dei consumatori, la sovrabbondanza di scelta e l'aumento dei costi dei contenuti".
Nell'attuale ambiente dei media, l'unica costante รจ il cambiamento. Il VOD puรฒ essere uno dei piรน recenti ingressi nella frammentazione, ma rappresenta una continuazione della corsa sfrenata che il settore ha intrapreso per piรน di un decennio. E il ritmo del cambiamento non รจ destinato a rallentare presto. Conquistare gli spettatori non รจ mai stato cosรฌ impegnativo. Sebbene il cambiamento e l'incertezza possano essere difficili, i fornitori di contenuti devono rimanere agili, flessibili e in grado di affrontare qualsiasi sfida.
SULLA METODOLOGIA GLOBALE 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.
SU 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.
