Traditional broadcast television (TV) is still relevant to Singapore consumers today, according to Ericsson's latest ConsumerLab TV and Media report.
The report, which polled 1,000 consumers in Singapore, found that 72 percent of the respondents watch broadcast programmes on TV more than once a week. It was also revealed that Singaporeans spend about 10 hours each week accessing TV or video content on their TV.
However, the way consumers watch broadcast TV programmes has changed. Instead of watching them live at the designated broadcast times, consumers today prefer recording programmes on digital video recorders (DVRs) to watch them at their convenience. In Singapore, almost one in five (19 percent) consumers will watch the recorded shows via their TVs at a later time. Meanwhile, 40 percent of them will switch screens when consuming the recorded video content - in such cases, they will watch content on one device, pause it and resume watching it on another device.
Despite the popularity of TV and broadcast programmes, 80 percent of the respondents are also turning to streaming sites to consume video content such as short clips, movies, and TV series. Out of this large proportion of consumers, a quarter of them claimed that they view content on their smartphones and tablets while commuting on a weekly basis. The drivers for this mobile viewing trend include improved Internet connectivity, the availability of services enabling on-the-go viewing such as Netflix, and the availability of screen switching capability.
"Consumers expect to access content across all devices turning the TV into just another screen," said Afrizal Abdul Rahim, head of ConsumerLab for Ericssson South East Asia and Oceania. "Media companies need to rethink how they create and release content, while the focus for TV service providers is on delivering the highest possible quality for viewers, no matter what device they are watching on."
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