Consumers in Asia are spending a lot of time on their mobile apps to stream videos, according to a market data and insights report by App Annie.
Based on the report, the time spent on video streaming apps on Android phones in the Asia Pacific region (APAC) tripled and reached close to 40 billion hours between the first half of 2015 (H1 2015) and 2017 (H1 2017). This accounts for almost half of the worldwide total consumption, which is at almost 80 billion hours.
Noting such long hours incurred, App Annie predicts that 3.5 trillion hours will be spent on mobile video streaming by 2021.
The report also found that users in countries with higher broadband penetration tend to spend more hours on video streaming apps. For example, users in Japan and South Korea spent close to an average of 9 minutes on video streaming apps in 2017.
The influence of higher broadband has also encouraged mobile video streaming in emerging and well-settled markets such as Thailand, Australia and India from 2016 to 2017. However, there has been a slight dip in duration for Singapore --- despite the high broadband connectivity, Singapore consumers spend 7.5 minutes on video streaming apps in 2017, down from 8 minutes the previous year.
According to the report, consumers in Asia are also accessing video streaming apps which are exclusively available in their countries and offer reasonable membership perks/packages. For instance, in China, many long form videos have been viewed by consumers on iQiyi, which allows most of its content to be accessed for free, with premium membership offers. This has also contributed to stellar revenue growth in the country. Another popular app in China is Youku.
Meanwhile, Youtube is the top video streaming app in other Asian countries like Singapore, Thailand, South Korea, Japan and Australia.
To capitalise on this trend, brands should utilise video streaming as a means of content distribution, cultivate video consumption habit on mobile, and cater for users on mobile data by enabling offline access and more video quality options, advised App Annie.
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