Vietnam reports the highest rate of online video viewership in Southeast Asia. Photo: postpopper.com
Vietnam leads the trend of accessing online video weekly in Southeast Asia, with 92% of respondents indicating that they access to online video weekly, according to a recent Nielsen Vietnam
The number of daily video viewers has increased exponentially from a mere 10% of Internet users to 64% of Internet users over the past four years, says the report.
Vietnamese viewers’ appetite ranges from movies, music, overseas drama to news, with video content consumption peaking between 8 p.m and 10 p.m.
Mobile devices such as smartphone and table have become increasingly popular among local viewers. Streaming online video via smartphone increased to 62% of Vietnamese Internet users in 2015, compared to just 39% in 2014. The rate for tablet climbed to 18% in 2015 from 15% a year earlier.
Meanwhile, streaming online video on desktops and laptops fell significantly to 58% in 2015 from 91% in 2014.
Smart TVs and tablets may gain share in the next 12 months with ownership intend to grow sharply, Doan Duy Khoa, director of Consumer Insights at Nielsen Vietnam, predicted.
“To get the best out of the online video format and platform, advertisers and contend providers should focus on the ability to schedule video ads during evening time, especially utilizing the mobile streaming, given 90% of Internet users in Vietnam are already duo screeners,” Khoa advised.
According to the Ministry of Industry and Trade, Vietnam has around 41 million Internet users, equivalent to 45% of the population. Up to 62% of Internet users do online shopping.