Page 18 - AeM_October_2020

RESEARCH
ANALYSIS
TRENDS

For the first time, online video

consumption exceeds traditional

broadcast viewing in Singapore

Online video is more popular than ever with • Consumers are price cautious
Singaporeans watching eight hours, 42 minutes per
week on average, higher than the global average of More than half (55%) of Singaporean consumers
seven hours, 55 minutes per week. With consumers will cancel a streaming subscription due to high
homebound during the pandemic, video viewing in prices, higher than the global average of 47%.
Singapore increased 14% compared to last year. This Furthermore, almost 3 in 10 Singaporeans (29%)
is according to the “State of Online Video 2020,” a admit to sharing login information or using someone
report commissioned by Limelight Networks, Inc., to else’s account. Password sharing is highest in
understand consumer perceptions and behaviors Indonesia, with 58% of people admitting to sharing
around online video. credentials.

Top findings from the report include: • TV shows and movies are the most popular
content
• Staying home drove streaming subscriptions
Movies are the most commonly watched content in
In Singapore, nearly 4 in 10 subscribed to Singapore, with people watching on average four
additional streaming services in the last 6 months, hours and 24 minutes per week. This is closely
with the primary reason being that people are followed by TV shows, with Singaporeans watching
spending more time at home due to COVID-19 an average of four hours 24 minutes each week.
(36%). The second largest driver of new
subscription purchases (22%) is availability of new
content.

October 2020: Experience Economy: customer-centricity & cross-channel customer interaction 18