タイ - November 20, 2023 – Ahead of its “Future of Media 2024 Conference”, Nielsen, a leader in TV, digital and streaming measurement in Asia, has released its latest data on the region’s changing media landscape.
Nielsen’s Consumer & Media View (CMV) data reflects Asia’s rapid adoption of digital platforms, with 64% of viewers now opting for streaming video services.
Despite this surge in digital demand, linear TV still attracts the big bucks when it comes to advertisers. From January to October this year, US$107 billion in ad revenue was injected into Asia’s media industry, with TV attracting the lion’s share (68%), followed by digital (16%) – a demonstration of digital’s ascendency, while simultaneously asserting TV’s dominance.
ニールセンによると、アジア全域でのスマートフォンの普及率は現在90％に達しており、この地域のメディア消費とインタラクションの習慣の変化を確固たるものにしている。
インドネシアとタイは「外出先」でコンテンツを視聴する最大の消費者で、スマートフォンでの視聴率はそれぞれ62％と64％に達している。
主要市場インサイト
テレビの使用状況
伝統的なテレビの視聴率は依然高く、台湾が98％で最大、次いでマレーシアが86％。
インターネット利用
韓国（98％）、台湾（98％）、マレーシア（95％）がリード
モバイル・ストリーミング
As mobile streaming grows rapidly across Asia, some markets are emerging as standouts. The leaders are: Indonesia (69%) and Malaysia (86%) – both huge users of streaming services
The disparity between linear TV viewership and internet usage highlights the unique dynamics of Asia – a consequence of the region’s diverse market and demographics.
However, it’s not uniform. In South Korea – a market with 98% internet penetration, linear TV still commands a whopping 97%.
President of Commercial for Asia, Arnaud Frade, said: “As budgets get tighter, and pressure grows to be seen and heard, marketers in Asia are doubling-down on targeting the right audiences. In our region, multi-screen viewing is already the norm – and streaming channels are only going to grow. I look forward to covering this in more detail at our conference this week, but the key is leveraging this, which means effective cross-media measurement, which Nielsen is actively working to deliver in key markets across the region”.
ニールセンについて
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
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メディア連絡先
ダン・チャップマン
Assoc. Director, Communications, Nielsen, APAC
dan.chapman@nielsen.com +61 404 088 462
