Advertisers told that Indonesia prefers streaming to social and UGC
Details
John Moulding
| 05 October 2023
3 Advertisers told that Indonesia prefers streaming to social and UGC

The Asia Video Industry Association (AVIA) has hailed the power of premium streaming for advertisers in Indonesia after a study it commissioned showed that consumers believe the best content is on streaming services – and these are the stickiest video services.

AVIA is the trade association for the video industry and ecosystem in AsiaPacific and the study, conducted by Milieu Insight, covered 1,000 people representative of the adult population aged 16+ in Indonesia. It looked at video across social media, user-generated content (UGC), linear TV, messaging services and premium OTT.

Key findings were:

Amongst Indonesian consumers generally, premium OTT is viewed as having the highest quality content.
75% of users of premium OTT services (such as Netflix, Vidio, Viu and WeTV) said streaming offers the best quality content, higher than users for any other category of video.
Of all 24 video platforms studied, five of the top seven services ranked as offering the highest quality content were premium OTT.
Usage of premium OTT is associated with the most positive emotions. When asked about feelings after watching an hour of different types of content, TV series and movies significantly outscored user- generated content and social media in eliciting happiness and amusement.
Consumers were asked what video services they would be prepared to give up first. Only one premium streaming service was included in the ten services that were most likely to be discarded first.
The four services most likely to be ditched first were all social media or UGC services.
The premium OTT services covered in the study were: Disney+ Hotstar, HBO Go, iFlix, iQIYI, Metro TV Online, Netflix, RCTI+, TVRI Online, Vidio, Vision+, Viu and WeTV. Social media and video sharing services studied were Facebook, Instagram, Snackvideo, Snapchat, Telegram, TikTok, Twitch, Twitter, Vimeo, WhatsApp and YouTube.

“We believe the power and opportunity of premium OTT is hugely significant and offers a real and relatively untapped opportunity for advertisers in Indonesia,” declares Louis Boswell, CEO, AVIA. “The proven quality of the environment, the stickiness of the content and the positive emotions created by it are critical for advertisers, and this study clearly demonstrates that.

“Given the dominance and high penetration of UGC and social media video services in Indonesia, the fact that this smaller but growing category of video [premium OTT] performed so well is quite remarkable. We believe advertisers need to sit up and take note.”

The study is called ‘Premium OTT: Building its Rightful Place in the Digital Market’ and is a follow-up to a study by the same name for the Singapore market that was released in September 2022.

Magnite, PubMatic and The Trade Desk were thanked by AVIA for supporting the Indonesia research.