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PCCW Media’s regional platform Viu dominates streaming video consumption in Southeast Asia, emerging way ahead of the other three platforms – Netflix, iflix, iQiyi and Vidio – on the list of top five SVOD/freemium video streaming apps among populations in Covid-19 lockdown periods, according to the first data out of Media Partners Asia’s (MPA) ongoing study, Southeast Asia Online Video Consumer Insights & Analytics: A Definitive Study. 

For the period from 16-29 March, Viu took eight of the top 10 streamed shows, giving way to Netflix for two spots – 2nd and 4th. 

Total online video weekly streaming minutes on mobile grew 60% in aggregate across Indonesia, Malaysia, Philippines and Singapore between 20 Jan and 11 April 2020. Consumption reached 58 billion minutes on mobile by 11 April versus 36.4 billion on 20 January, the study shows. 

“The penetration of streaming video has increased dramatically during this pandemic as millions have been forced to stay and operate from home,” says MPA executive director Vivek Couto. 

“The focus is now on how successfully major emerging platforms will be able to retain newly acquired customers in 2H 2020 and to what extent AVOD platforms can capitalise on the expanded reach,” he adds. 

MPA says the four markets had a combined seven million paying online video or OTT customers at end-March 2020, accounting for US$350 million in annual consumer spend. 

Netflix is a clear leader in most markets, followed by Viu with its freemium service while other players such as HBO, iQiyi and Tencent are well placed to grow in the future along with new entrants such as Disney+.

“Key local players should be encouraged by increasing consumption and in certain cases, monetisation, in the surveyed markets as they look to invest in scaling their offerings and managing the transition from broadcast to digital video distribution,” Couto says. 

The report also addresses the recalibration of consumer spend on video and the potential for super-aggregation. Couto says today consumer spending on online video is  about 25% in aggregate of what customers spend on linear pay-TV services in the four markets.