On screen size, Filipinos say ‘biggest is best’

MANILA, Philippines – Filipinos still prefer television (TV) over all platforms when it comes to viewing media content, the Nielsen Global Digital Landscape Survey revealed.

Consistent with consumers in other Southeast Asian countries, video programming still generates its biggest audiences on TV screens in the Philippines, with 75% of viewers in the country saying bigger is better in terms of screen size.

The study defined video programming as any type of content, like TV, cable shows, professional video or user-generated content that is watched on a TV, personal computer (PC), or mobile device such as phone, tablet or e-reader.

“When it comes to consuming video content, TV maintains its strong foothold but online platforms are giving consumers alternatives avenues to get new, broader selection of content as evidenced by the spike in video consumption via connected devices,” said Stuart Jamieson, managing director of Nielsen Philippines.

Citing such, Filipinos also appreciate the convenience and portability of mobile devices. 7 in 10 Filipinos said that watching video programming on their mobile device is convenient.

In addition, 6 in 10 said a tablet is as good as a PC or laptop computer for watching programming, compared to 53% globally.

Particular genres and video formats such as movies, how-to shows, comedies, drama, news and sports are building a strong digital following, the Nielsen study showed.

More than two thirds of Filipinos or 67% watch movies on a computer as do 62% of Vietnamese compared to 47% globally.

30% of Vietnamese, 29% of Filipinos, 24% of Singaporeans, and 23% of Thais watch movies on a mobile phone compared to just 16% globally.

The Philippines, Vietnam, Singapore, and Thailand all rank in the top 10 countries globally when it comes to watching movies on a tablet, with around one quarter of viewership compared to 17% worldwide.

Always connected

The Nielsen report also highlighted the growing affinity among Southeast Asian consumers for anywhere, anytime connectivity and keeping up-to-date with the latest news.

Filipinos ranked highest globally in terms of constant connectivity (94%), with Indonesians (89%) ranking second highest globally.

The desire to be “always on” was also high in Thailand (88%) and Vietnam (88%) which, respectively, ranked 5^th and 6^th globally, while 86% of Singaporeans and 84% of Malaysians enjoy the freedom of being connected anywhere, anytime, compared to only 76% globally.

Live video programming holds potent appeal for consumers in the Philippines, Indonesia, and Vietnam, particularly when content is linked to social media.

More than 3 quarters of Indonesians (77%) said they prefer to watch video programming live (highest globally), followed by Filipinos and Vietnamese (76% each).

The Philippines, along with Thailand, Vietnam, and Indonesia, all rank in the top 10 countries globally when it comes to watching live video programming content more when it is tied to social media.

Time-shifted programming is also popular among Filipino consumers, with 78% saying that watching time-shifted programming better accommodates their schedules, compared to 84% of Indonesians 74% of Vietnamese, 73% of Singaporeans, and 71% of Malays and Thais, and 64% globally.

A large proportion of Filipino viewers also access video content via catch-up TV, with many reporting to often watch several episodes on the same day.

“This new media landscape is presenting more opportunities for media owners, agencies, and advertisers alike to reach and engage viewers, and it is more critical than ever for these stakeholders to understand and tap into this new reality by offering engaging and relevant content that is easily accessible across devices and channels,” Jamieson said.

Using multiple screens

The prevalence of dual-screening in the Philippines is also the highest in the world.

Globally, the Philippines ranks highest for browsing the Internet, while watching video programming (76%), followed by Thailand and Vietnam (76%), and Indonesia (70%).

Likewise, Filipinos are the most likely to engage others via social media while watching video programming (70%), followed by Thais (68%).

Vietnamese and Indonesians are also avid users of social media during screen time – 62% and 59%, respectively.

“Tap into the viewers’ desire to be part of a collective conversation to encourage them to tune in live. Second-screen strategies should include an interactive or social component that allows users to interact and turn the program into a ‘can’t miss event or experience,’” Jamieson said.

The Nielsen report released April 15 is based on a survey of 30,000 online respondents in 60 countries, in a bid to understand how the changing digital landscape is affecting consumers in terms of video programming consumption. – Rappler.com

 

Smart TV and tablet image from Shutterstock