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"There is something for everyone: What are people in Southeast Asia watching online?

Across Southeast Asia (SEA), more and more people have turned to YouTube to bring their offline passions online. Here, we dive into the insights from across the region to uncover the latest video consumption habits of viewers and take a look at how brands and advertisers can use these insights to better connect with audiences as they settle down to watch their favorite content.

Just uploaded: People are selective about what they watch

From live concerts and Ramadan prayers to yoga lessons and learning new skills, audiences at home rely on YouTube content creators to upload fresh content across every screen and every need. People in the Philippines have increased the amount of time they’ve spent watching videos on YouTube by 50%.1 And they are just one of the many countries in the region that have witnessed a year-on-year increase. YouTube has reached more than 93 million Indonesian adults in April 2020 – accounting for 91% of the adult population that is online.2 People are eager to watch the latest content from their favorite creators by actively subscribing to YouTube channels to receive notifications as new content is published. Brands should plan their content pipeline by factoring in people’s demand for staying engaged with content creators. Everyone is going digital, regardless of gender, age group, religion, or interest group. Brands and content creators today have a huge digital canvas to engage with audiences as more people go online. >93M Whether it’s a new game review, stories of hope and happiness, ways to study, clean, cook, or simply to #stayhome #withme, people are curating the videos they choose to watch online to suit their preferences.
People in the Philippines have increased the amount of time they’ve spent watching videos on YouTube by 50%.1 And they are just one of the many countries in the region that have witnessed a year-on-year increase. YouTube has reached more than 93 million Indonesian adults in April 2020 – accounting for 91% of the adult population that is online.2 People are eager to watch the latest content from their favorite creators by actively subscribing to YouTube channels to receive notifications as new content is published. Brands should plan their content pipeline by factoring in people’s demand for staying engaged with content creators. Everyone is going digital, regardless of gender, age group, religion, or interest group. Brands and content creators today have a huge digital canvas to engage with audiences as more people go online. >93M Whether it’s a new game review, stories of hope and happiness, ways to study, clean, cook, or simply to #stayhome #withme, people are curating the videos they choose to watch online to suit their preferences. Across Southeast Asia (SEA), more and more people have turned to YouTube to bring their offline passions online. Here, we dive into the insights from across the region to uncover the latest video consumption habits of viewers and take a look at how brands and advertisers can use these insights to better connect with audiences as they settle down to watch their favorite content. Philippines > 3x Increase in watch time for fitness videos 8 Vietnam > 4x Increase in watch time for Multiplayer Online Battle Arena (MOBA) videos 3 Thailand 90% growth In time spent watching comedy movie videos 4 There is something for everyone: What are people in Southeast Asia watching online? Just uploaded: People are selective about what they watch Recommended: Online video watch time is on the rise What’s trending? Explore something new Hit the like and subscribe buttons Tips for delivering personalized experiences for audiences P
Across the region, there is a growing appetite for a wide range of video content. Voracious video consumption is spurring brands to become more adventurous in exploring different formats to reach new users.
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