Hong Kongers watch more videos in the first quarter of 2022 due to the fifth wave of the pandemic
Hong Kongers spent more time watching videos in the first quarter of 2022 due to social distancing and government-imposed anti-pandemic measures. Free-to-air TV channels and digital platforms have benefited from increased audience demand, according to OMG’s March 2022 Hong Kong Video Content Viewing Landscape Study.
The study found that Hong Kong audiences spent more time at home and therefore watched more video content, increasing from 68.7 hours per week in July 2021 to 77.3 hours per week in March 2022. The increases were notable on free-to-air TV, as audiences spent 23.2 hours a week in the recent study, up from 21 hours a week in July 2021.
Additionally, digital platforms saw higher growth, with respondents spending 34 hours a week in the latest survey, up from 29.1 hours a week in July 2021.
Both YouTube and TVB saw the most growth. For example, the percentage of respondents who said they had watched videos on YouTube in the past seven days rose from 74% last year to 82% in the recent study. Meanwhile, 72% of respondents said they watched TVB in the latest survey, compared to 64%.
Netflix viewership also increased significantly, from 39% to 46%.
“Overall, our latest study saw an increase in penetration and watch time primarily due to the lockdown. YouTube and TVB saw adoption in the middle and mature age groups (aged 45-59), and Netflix continues to grow in this market with different types of content.” said Nicole Cheng, Chief Knowledge Officer of OMG Hong Kong.
In addition to this form of plan, the study also included Disney+ for the first time when it launched its service in Hong Kong last November. 23% of respondents said they had watched Disney+ videos in the past seven days.
The study indicated that there were some reasons for the promising start of Disney+, including the availability of strong and varied content, such as Marvels, Pixar, Star Wars. The Hong Kong public’s habit of paying for video content with the introduction of Netflix and other OTT platforms in recent years, and the closure of various entertainment venues have also contributed to the good start.
In a previous interview, Scotty Ho, Wavemaker’s Chief Strategy Officer, said Disney+’s launch in November 2021 was a big challenge as it had to compete with established players who had already been successful in attracting subscribers during lockdowns. . While the launch of Disney+ could attract a group of Marvel fans and potentially families with children, the size of these target groups in Hong Kong may be limited.
Despite the challenges ahead, Disney+ still has an edge which is its library of exclusive Marvel TV series content. In April 2021, Disney has shut down the majority of its TV channels in Hong Kong in an effort to focus and grow its streaming services. Quoting The Walt Disney Company, Channel NewsAsia reported that consolidating its media network business is part of the company’s “global effort to pivot to a direct-to-consumer model and further grow” its streaming services.
Ho suggested Disney+ could work on three areas to set itself apart from competitors. The platform should be able to offer better original content, higher quality video content and affordable subscription plans are the three key areas that create brand consideration and preference for a video streaming service paying.
Finally, current Netflix and Disney+ subscribers are willing to continue using the services provided by the platforms, with 87% of Netflix customers and 75% of Disney+ customers saying they are happy to continue subscribing in the future.
“OMG’s video viewing landscape has provided rich insights into local market consumption habits over the past six years. We have built a solid foundation of historical data to identify, track and predict trends. With the rapidly changing landscape, we have evolved our format from an annual basis to a quarterly basis to provide more timely and valuable insights to our customers,” Gary Wong, COO of OMG Hong Kong.
(Photo courtesy: 123rf)
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