THURSDAY, March 28, 2024
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Thais give their views on what they want from an OTT service

Thais give their views on what they want from an OTT service

Brightcove, a global provider of cloud services for video, has just released its annual OTT TV market study for Asia, the Asia OTT Research Report 2019, conducted with research partner YouGov, a global public opinion and data company.

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The study polled 9,000 participants across nine countries in Asia, including 1,000 consumers in Thailand. The survey was designed to uncover insights into consumer preferences around OTT services, including subscription tiers and motivators driving subscriptions; how much consumers are willing to pay; their tolerance to advertising and ad-supported subscriptions; and openness to a shoppable TV experience post-programming. 

The study reported that 
- 40 per cent of respondents in Thailand said they might be open to a reduced monthly subscription package that serves ads depending on the price and 38 per cent said they would definitely sign up, representing a potential market size of 78 per cent of respondents polled favouring this option.
- 59 per cent of “Lapsed” respondents are planning to sign-up for OTT services again in the future.
- The top three reasons for subscribing to multiple OTT services were: to satisfy the content needs of their family (45 per cent), free trials and promotions (44 per cent), and less expensive than pay TV (34 per cent).
- Thinking about the future, 26 per cent of respondents in Thailand want to pay nothing and watch ads as a trade off to consuming content, 25 per cent elected to pay a lower fee and see limited ads, and 17 per cent stated they are willing to pay a higher fee to not see ads. 
- When asked how much respondents would be willing to pay for OTT services, 33 per cent stated less than US$1 (Bt30) per month, 25 per cent would pay $1-$4 per month, and 38 per cent would pay somewhere between $5-$20 per month. 
- 25 per cent of respondents in Thailand found one ad as an acceptable advertising load per ad break and 18 per cent were open to two ads per break.
• Access on mobile (42 per cent), offline downloads (38 per cent), and access on Apple TV, Android TV or Smart TV apps (37 per cent) were the top three OTT service features most wanted by respondents in Thailand.
• When asked if respondents would be open to purchasing product seen on TV, 72 per cent of respondents were receptive to the idea of shoppable TV. 

Greg Armshaw, head of sales for Asia at Brightcove said: “Our research indicates that Thais are more overwhelmed by the number of OTT choices than other Southeast Asia markets. However only 17 per cent of respondents stated that there is not enough TV content online. That indicates that an OTT service provider should aim to satisfy a large enough user base in order to be profitable.

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