YouTube proves to be a hit with consumers

 

YOUTUBE has become the main channel for Thais looking for video content. 

According to a study conducted by market research firm TNS, 87 per cent of Thai Internet users choose YouTube as the first source when they want to look for videos, while as many as half of the respondents said they also had the television on while searching for YouTube content. This suggests that many Internet users are becoming multi-screen content consumers, and this is done mostly between 6pm and 10pm daily. 

Three quarters of the users surveyed said they were also happy to watch adverts on YouTube, while the rest were happy with the “skip” option. The study also showed that men preferred watching sports or movies on YouTube, while women opted for offering beauty, fashion and how-to tips. 

Most respondents also said they turn to YouTube if they are looking for information about a particular product or service. 

According to the YouTube Ads Leaderboard, leading the list of the 10 most-watched ads on the channel in Thailand is dtac’s “Power of Love”. The other nine are Thai Life Insurance’s “Unsung Hero”, Closeup’s “Jin Rak Chabab Online”, Pond’s “Jigsaw”, King Power’s “Value Sentiment”, LINE’s “The Final Millionaire”, Garena’s “Behind the Scenes – HoN Announcer”, Thanachart’s “Fighting Chart”, Unilever’s “Clear Connections” and AIS’s “Sarnrak”.

These ads clearly resonated with audiences nationwide last year and also shed light on online trends. Obviously, high-quality creative content that makes an effort to engage viewers’ emotions is the key success factor here. 

Ariya Banomyong, country head for Google Thailand, said at a “Business Insight” event yester?day that since YouTube was offi?cially launched in Thailand eight months ago, there have been several billion views of the channel in the country. Thai people have been found to spend several hours watching videos on YouTube a day and two-thirds of them are on mobile devices. 

He went on to say that brands like dtac and Thai Life Insurance, which are also featured in YouTube’s Asia-Pacific Leaderboard 2014, shows Thailand’s status as a regional hub for video production. 

Not only can brands take advantage of the YouTube platform, but unsung heroes or small and medium enterprises can also become content creators and have their own channel free of charge. 

The “multi-screen” behaviour of consumers in Thailand has made YouTube one of the most watched and shared platforms. Also, thanks to YouTube, people can easily become content creators. 

The beauty of digital content is that it can be interactive and widely shared, provided the content is good enough to engage people so they watch it, like it and share it.