The latest III FIND research: Taiwanese Users Watch Online Videos 7.3 Hours/per week, 25% of them spending more than 12 Hours.
How much do the Taiwanese love to watch videos online? According to the research conducted by III Innovative DigiTech-Enabled Applications & Services Institute (IDEAS) FIND team, online video service users in Taiwan spend 7.3 hours on average watching video content on the Internet. There are even over one-fourth of the customers watching videos more than 12 hours within a week. For users under the age of 44, watching online videos has become a part of daily routines.
As the consumer demand for online video content increase dramatically, each platform has resort to all means trying to increase market share. On the one hand, iQIYI and Netflix rely heavily on their abundant resources to increase customer awareness and acquire users. On the other hand, domestic platforms also present extraordinary results. Because of high customer satisfaction and CP value, myVideo received 73.3% recommendation rate. Additionally, KKTV has a high popularity of 75%.
Taiwanese love to watch videos online. Statistically speaking, more than one-fourth of the users watch online videos more than 12 hours. Among the group between the age of 25 and 34, the number even jumps to 40%. On the basis of the research conducted by III FIND team in the second season of 2017, which collected more than 1500 questionnaires filled out by online video service users more than the age of 13 to analyze their behavior and preference (Sampling error ± 2.5%), the research team discovered that consumers spend, on average, more than 7.3 hours a week watching online video content. If we divide the group in accordance with the age, customers under the age of 44 have deeper reliance on the online video service. For instance, youngsters under the age of 24 and youths between the age of 25 and 34 both have more than 70% users watching online videos more than 5 hours within one week. Moreover, the middle aged group between the age of 35 and 44 also has 56 % of the users watching online videos more than 5 hours. These evidences show that watching online videos has become one of the most important parts of daily routines for the public of Taiwan.
Figure: The number of hours audiences watch online videos in a week
Since the customer demand for online video service increase rapidly, there is no service provider without trying to increase market share by all means. Last year, many brands from abroad came to Taiwan launching their online video services and domestic platforms also developed proactively through transformation or innovation. For this reason, the research not only surveyed internationally well known brands but also domestic platforms so as to understand the brand familiarity of various service providers from the perspective of customers as well as the satisfaction and the willingness to use for each platform.
In terms of brand awareness of each platform, iQIYI ranks the first with a popularity of 94.7% and KKBOX, founded in the middle of 2016, comes the next of 75%. If we further investigate the willingness to use of the users of each platform, it can be found that the users of Netflix have the highest willingness to use. 42.3% of the users indicated that they will continue to use the service within the next half a year. Meanwhile, myVideo, the video platform of Taiwan Mobile also has 31.3% of its users expressing their willingness of using the service in the near future. More importantly, the two platforms also rank among the tops each with 74.3% and 73.3% users clearly pointing out that they will recommend their families and friends to try out the service.
Chart Description: Evaluation comparison between well known domestic and foreign online video service providers
While foreign well known video platforms iQIYI and Netflix rely heavily on their abundant resources to strengthen customer awareness and increase the number of active users, domestic brands also deliver unique results. 38.9% of the survey participants consider that myVideo has a relatively high CP value with various and plentiful videos and free hollywood movie promotions so they are willing to use the service continuously whereas KKTV attracts 32.6% of the users because of its exclusive content.
The demand of the consumers in Taiwan for online video services will remain strong, however, while there are so many options in the market, the competition between various online video service providers is going to be rigorous. According to the observation of III's FIND team, the most expecting things that consumers want are the content abundance and diversity of each platform. To attract the attention of customers, it would be critical for service providers to acquire exclusive broadcasting rights or create a series of video content with originality and grate narrative power as market development strategies for the future. Meanwhile, developing personal value added services from audience data and helping users to find the content they are interested in are all imperative means to attract users and grasp business opportunities of the market.
IDEAS(III): Arthur Wang、Debbie Huang
Tel: 886-2- 6607-2284、6607-2275
Planning & Evaluation Division(III):Meredith Chang, Joy Yen, Freesia Shen