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RESEARCH
  ANALYSIS
            As  Singaporeans  spend  more  time  at  home,  online
  TRENDS
            video  is  enabling  new  forms  of  interactive  entertain-
            ment  to  pass  time.  With  traditional  sports  leagues  on
            hold,  one  third  (33%)  of  Singaporeans  have  had  their
            first  esports  experience  in  the  past  few  months.  With
            other  live  events  cancelled,  40%  of  Singaporeans
            attended their first virtual  concert. Exercising has also
            gone  virtual  as  workout  facilities  and  gyms  remain
            closed. In fact, 38% of Singaporeans have participated
            in an online fitness class and another 25% plan to do
            so in the next six months.

            Additional insights from the report include:


             • Online  video  fills  the  void  of  in-person  social
               interactions.  In  Singapore,  more  than  nine  in  ten
               (93%)  use  video  chat  to  feel  more  connected  with
               friends  and  family.  This  is  higher  than  the  global
               average of 89%.


             • Remote work and professional development rely
               on  online  video.  As  the  pandemic  has  forced
               consumers to work remotely, 94% of Singaporeans    • The  increased  use  of  online  video  isn’t  just  a
               agree  that  online  video  equips  them  to  maintain   short-term  trend.  As  new  normal  behaviors
               daily  activities,  higher  than  the  global  average  of   become established, video-based online classes are
               79%.  Of the 86% of Singaporeans that are working    expected  to  become  increasingly  prevalent  in  the
               or learning from home, 27% say online video helps    future.  In  fact,  Singaporeans  are  leading  the  way
               them  better  stay  connected  to  colleagues  and   globally  in  embracing  online  learning,  with  92%
               students and work more efficiently. Lastly, with 40%   expecting  that  people  will  continue  to  use  video-
               of  respondents  intending  to  attend  a  professional   based  platforms  to  learn  following  the  COVID-19
               development class over the next year, Singaporeans   pandemic.
               are the most willing to  use video-based courses to
               learn new skills, compared to just 24% globally.   “The pandemic has pushed the bounds of online video.
                                                                 Applications  such  as  remote  collaboration,  e-learning
             • Consumers  are  using  online  video  to  access   and  telehealth,  have  been  widely  available  for  some
               critical  information.  Eight  in  ten  Singaporeans   time  now.  But  today,  they’re  essential  to  continuing
               (80%)  have  used  online  video  to  stay  informed  by   daily  activities  and  professional  development  in  the
               watching   live   stream   speeches   and   press   current  environment,”  said  Edwin  Koh,  Regional
               conferences  during  the  pandemic  –  43%  have  live   Director, Southeast Asia at Limelight Networks. “Many
               streamed on news sites and 37% live streamed on   people  turned  to  online  video  to  connect  with  others
               social media. Globally, baby boomers aged 54 years   and  maintain  daily  activities,  but  it  won't  stop  once
               and above (63%) are also live streaming news and   quarantine  is  over.  Our  report  emphasizes  that  online
               information online.                               video  will  remain  an  important  part  of  our  lives  in  the
                                                                 new normal.”
             • The  pandemic  has  sparked  an  increase  in
               telehealth.  While  just  14%  of  Singaporeans  have   The “How Video is Changing the World” report is based
               recently met  with their  doctor  virtually, this trend is   on responses from 5,000 consumers ages 18 and older
               expected to continue well beyond the pandemic with   in  France,  Germany,  India,  Italy,  Japan,  Scandinavia,
               another quarter (27%) of Singaporeans planning to   Singapore, South Korea, the United Kingdom, and the
               hold telehealth appointments in the next six months.   United  States  who  watch  one  hour  or  more  of  online
                                                                 video each day. (Source: Limelight Networks) ◊

                                                                                                   By MediaBUZZ






             June 2020: Video Marketing & Storytelling: compelling and emotional narratives                      6
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