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RESEARCH, ANALYSIS & TRENDS
Irdeto explored consumer
consumption patterns of
video content to identify
why people turn to piracy
Irdeto’s services are widely deployed in the world of pay “The survey findings not only reaffirm the importance of
TV on satellite, cable, terrestrial and IP networks, there- multi-screen and the onset of smart device ownership
fore the expert in broadcast software security solutions in Asia-Pacific but also highlight the diversity in con-
recently explored consumer consumption patterns of sumer behavior and trends within the Asia-Pacific re-
video content to identify the top two reasons why people gion. With the region’s demand for high-quality and se-
turn to piracy. Released just during BroadcastAsia 2014 cure video content to be made available in their region
in Singapore this week, the company’s survey revealed at an affordable price despite ongoing online piracy, it
that lack of content availability and concerns over price is without a doubt that these should be the top priorities
are in fact the major reasons. for both pay TV operators and over-the-top service pro-
viders in Asia-Pacific today in a bid to remain competi-
tive in the market.”
Further findings include that:
Unsurprisingly, most consumers enjoy consuming vid-
On average, 29% of the respondents in Australia eo content at home but the majority is doing so on their
(40%), India (40%), Indonesia (9%) and Singapore laptops or desktop computers, smartphones or tablets
(32%) indicated that they are ‘unlikely’ or ‘extremely (61% in India, 57% in Indonesia and 71% in Singapore)
unlikely’ to watch pirated video content while 27% of - except for consumers in Australia who watch video
the respondents indicated that they are neutral. content on TV (51%) as much as they do on other de-
Most consumers are driven to watching pirated video vices.
content due to lack of content availability (39% in
Australia, 34% in India, 36% in Indonesia and 44% in Interestingly, these results are in line with those in a
Singapore) and pricing concerns (19% in Australia, similar survey released by Irdeto in March this year on
29% in India, 36% in Indonesia and 30% in Singa- Chinese consumers’ viewing preferences. Here, Irdeto
pore). unveiled that 86% of Chinese consumers still watch
The majority of the consumers across the markets video content at home, but only 15% of the respond-
surveyed either own or plan to purchase smart devic- ents do so on traditional TV with a combined majority of
es such as Smartphones (62%), Tablets (46%) and 85% choosing computers, smartphones and tablets as
Smart TVs (34%) within the next year. their preferred screens. Also, with close to 60% of re-
Most of the consumers in Australia (60%) and Indo- spondents saying that they watch videos on-the-go
nesia (52%) watch video content only at home, (while commuting, or outside of work or home), it reaf-
whereas the majority watch video content either at firms the unabated rise of multi-screen viewing among
home or at another location in Singapore (51%) and Chinese consumers today. The key findings include:
India (51%).
When asked what would deter them from viewing Most Chinese (86%) still enjoy watching videos at
pirated content, consumers in Australia (27%) cited home, but the majority (85%) clocked most viewing
protection of intellectual property (IP) as the main time on laptop or desktop computers (42%),
factor, whereas consumers in Indonesia (34%) and smartphones (29%), and tablets (15%);
Singapore (32%) were most concerned with poor More than half (55%) of Chinese respondents ac-
quality of pirated videos. In India, the top two factors cess most video content for free on Internet video
were security issues (24%), followed by protection of sites such as Youku and Tudou;
IP (23%) and poor quality of pirated videos (23%). 62% of Chinese respondents are ‘very likely’ or
‘likely’ to watch pirated videos.
“This survey is testament to Irdeto’s commitment in of-
fering valuable insights into video consumption trends in The survey found laptop and desktop computers to be
Asia-Pacific. By enabling content providers and opera- the top screen of choice when it came to viewing video
tors the right insights, they can adapt to changing view- content (42%), and smartphone devices to be the sec-
er behavioral patterns and preferences and be in a bet- ond most preferred screen for viewing video content
ter position to provide products and services that are (29%) – underlining a significant behavioral shift where-
rich and fulfilling for their customers,” said Bengt Jons- by viewers are now typically choosing non-traditional
son, Vice President, APAC, Irdeto. platforms over traditional television.
10 Asian eMarketing June 2014 - Video Marketing
