2016 is going to be a landmark year in Hong Kong. With the new online content providers and more subscribers signing up for over-the-top (OTT) services, reach for these videos is likely to expand, attracting a new audience and perhaps even redefine our understanding of what constitutes primetime and non-prime time.
However, it does not necessarily mean broadcast TV will see fewer takers. It just means that the audience base is expanding across devices and across dayparts. Those who browsed or streamed content during mornings, afternoons and early evenings added a large audience pool which did not exist before.
Welcome to our 2015 Cross-Platform Insights Study in Hong Kong. Building on Nielsen’s study of digital consumers in Southeast Asia, this round of study investigates Hong Kong online users and hopes to provide a comprehensive view of how content is consumed across multiple devices and multiple screens.
Hong Kong consumers own a variety of internet connected devices. Tablet ownership is among the highest in the region (53%), while smart TV ownership is on the rise. Around one-fifth (22%) respondents said they intend to buy a smart TV this year.
Even though many Hong Kong consumers are adopting an “always-online” lifestyle, broadcast TV reach in primetime evenings remains high. What seems to be more interesting is that they seem to be browsing more than they stream, spending an average of 7.8 hours browsing the internet in comparison to 4.9 hours streaming videos on to the smartphones.
Potential reach of online video content or ads in the mornings, afternoons and early evenings continues to be low justifying the need for a “non-prime time” day-part and associated reach of the daypart.
Hong Kong's audience is hungry for a wide variety of TV and movie content; and multiple online platforms are well placed to attract and engage these new audiences, hand in hand with TV stations.
Have you prepared yourself for this dual-screen nation?