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1. Profile nhân khẩu học đối tượng bị ảnh hưởng bởi video streaming2. Top 5 Popular video streaming subscription service3. Báo giá của từng dịch vụ4. Sức ảnh hưởng từng dịch vụ5. Thói quen Hành vi sử dụng người tiêu dùng
Vietnam video streaming market study Asia Plus Inc Q&Me is online market research provided by Asia Plus Inc Overview Video streaming service is popular in Vietnam market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily Therefore, we conducted a survey to understand consumer’s behavior and habits about video streaming service This survey was conducted among 20-49 years old of 617 samples in 2020 February (those who recognize video streaming is 202) Recognition rate: 31% aware of “the video streaming service” N=617 To t a l s a m p l e s i z e Marital status n=202 43% Single 2% Married without children City 53% Married with children 1% Divorced/ Separated/ Widow Hanoi (47%) 20 – 35 y.o Other cities (9%) 86% HCMC (44%) Below 7,500,000 VND/month 7,500,000 – 14,999,999 VND/ month 15,000,000 - 29,999,999 VND/ month 30,000,000 VND/month and above 36 – 49 y.o Female Male 14% 58% 42% Z Age 4% Gender O C C U PAT I O N 46% 19% 24% 46% 32% 9% Skilled white Professional University student 7% Self-employed/ Business owner 5% 5% Unskilled Blue Household income 2% Unskilled Skilled Blue white 1% Managerial/top management Top Popular video streaming subscription service (Vietnam) FPT Telecom JSC (https://fptplay.vn) (USA) Netflix Inc (https://www.netflix.com/vn) Usage (Vietnam) Vienam Television Cable Corporation (http://dichvu.vtvcab.vn/dichvu/truyen-hinh-theo-yeu-cau) Usage Usage VNG Corporation (https://tv.zing.vn) Usage Usage 18% 19% 21% 23% 39% (Vietnam) (Vietnam) Vietnam Satellite Digital Television Kplus Co., Ltd (https://www.kplus.vn) ` 1st in market 3rd in market 2nd in market 5th in 4th in market market Favorite program Favorite program 68% TV series/ Feature film Favorite program 62% 65% 72% TV series/ Feature film Entertainment program/ Game show/ Reality show Entertainment program/ Game show/ Reality show 65% 56% Music 62% Sports 48% Sports Entertainment program/ Game show/ Reality show 62% Sports TV series/ Feature film 57% Favorite program Favorite program 68% Entertainment program/ Game show/ Reality show 65% TV series/ Feature film 51% 58% Sports TV series/ Feature film 54% Sports Top Popular video streaming subscription service Service Package payment month month VIP 100,000 VND VND 100,000 200,000 VND 200,000 VND month months 12 months 600,000 VND 600,000 VND 1,200,000 VND 1,200,000 VND Basic 180,000 VND Standard 220,000 VND Premium 260,000 VND Premium 145,000 VND 435,000 VND 870,000 VND 1,500,000 VND TV Box 145,000 VND 435,000 VND 870,000 VND 1,500,000 VND MyK+ Now (Only for Laptop, Tablet, Smartphone) 125,000 VND ON VIP 66,000VND VND 66,000 198,000 VND 198,000 VND 396,000 VND 396,000 VND 792,000 VND 792,000 VND (Bonus +1 (Bonus +1month) month) (Bonus +2 (Bonus +2months) month) (Bonus +4 (Bonus +4 months) month) ON GĐ 88,000 88,000VND VND 264,000 VND 264,000 VND 528,000 VND 528,000 VND 1,056,000 1,056,000 VND VND (Bonus +1 (Bonus +1month) month) (Bonus (Bonus+2 +2months) month) (Bonus +4 +4 month) months) (Bonus VIP 99,000 99,000VND VND 599,000 VND 599,000 VND 999,000 999,000 VND VND Brand funnel of video streaming service Youtube gets the highest traffic due to free access for all programs Among the subscription services (paid service), FPT Play gains the highest share thanks to its diversify of programs and contents which more relevant with Vietnamese consumers Following after is Netflix which is well known for movie series and family sharing package 86% 72% 70% 39% 21% 22% 52% 19% 21% 16% 51% 18% 9% 2% Awareness Access Intend to purchase 50% 21% 13% 10% 49% 23% 26% 9% 38% 10% 11% 6% 37% 14% 8% 8% Currently pay Video streaming watch habit Smartphone (76%) & Smart TV (73%) are used the most when watching video streaming Majority consumers watch video streaming around hours in average (42%) Device to use most often 76% 2nd 1st Smartphone 4th 3rd 73% Smart TV Devices to watch video stream 53% 42% 41% 7% 3% 3% 3% Laptop 28% Average hour to watch video stream PC 21% Tablet 20% Supporting Device 7% 23% 30 mins 42% hour hours 17% hours 10% hours FAVORITE CONTENT/TOPIC 60% TV series/ Feature film 50% Music Entertainment program/ Game show/ Reality show 48% 45% Sports Comedy 37% News/ Weather forecast 31% Cartoon/ Children’s shows 30% Food/ Cuisine/ Cooking Travel Electronics/ appliance/ technology Beauty 28% More than half of consumers are attracted to video streaming service by TV series/ Feature film (60%), Music (50%), and Entertainment program/ Game show/ Reality show (48%) 25% 24% 20% Wide life/ animal discover 19% Documentary film 16% A13 Which content/topics of video streaming you usually watch? SOURCE TV ad/ TV programs/Introduction on TV and Social Media are found as most common channels to interact with Offline channels are leaving short of, which seen promising channels for service providers to increase its awareness TV ad/ TV programs/ Introduction on TV OF Awareness Social Media (Facebook, Instagram, Zalo, …) Search engine such as Google Recommendations from relatives, friends, colleagues, neighbours 68% 56% Newspaper/ Magazines ad/ Articles Banner ads when surfing the internet Radio ad/ Radio programs/ Introduction on radio Banner on the bus, taxi, bus station Ads on LCD at buildings, elevator, cinema Ads when watching movie/ music/ video Official website of the video streaming service Billboard Online reviews in Public forums Mobile SMS A12 Which source of information that you heard, noticed or come across information about the video streaming service in general? Ads in game 42% 38% 30% 27% 22% 18%18%18% 15% 13% 13% 9% 8% Video streaming watch habit Majority consumers watch video at their home (97%) with their partner (husband/wife) 45% Thus, promotions & communication related to family or group sharing could help attracting more users Place to watch Whom to watch with Place to watch Place to watch most often 99% 97% 6% 4% 4% Other family members Friends Kids Parents Only me Husband/wife 6% Boyfriend/ Girlfriend 12% 0% On the way 1% Working office/ school Restaurants/ Coffee shop 17% 4% Colleagues 37% 18% 1% Home 39% Siblings 19% 42% Grandparents 45% 10 Subscribing for streaming service Majority of people (84%) are interesting in signing up a new video streaming service However, they are not willing to use multiple services at same time Saying that, 41% will buy new service only when cutting off the current subscription 1% I am not interested in streaming services I am not interested in signing up for new steaming services 15% 43% 41% I would sign up for a new streaming service in addition to my current ones I would only sign up for a new streaming service if I cancelled an existing subscription 11 Regarding to spend less money, consumers are willing to accept advertisement during watching (54%) and not able to download (43%) Having favorite shows/movies seen the most motivator for audience to sign of for new service Exclusive content is found as unique selling point to attract users ACCEPTABLE LIMITATION TRIGGER TO SIGN UP TO PAY LESS TO A NEW SERVICE Advertisements 54% Not being able to download content 43% 21% A limit on the number of hours I could watch a month A reduced selection of content Only being able to watch content on my mobile / cell phone 18% Access to your favorite shows/movies 63% Exclusive content featuring my favorite celebrities 42% Original content that isn’t available anywhere else 40% Access to old series /programs that you can’t access elsewhere (e.g Friends) 34% 31% Ability to watch live events 12% Not being able to watch content on my mobile/cell phone 7% None of the above 6% A16 What would you be willing to accept from streaming service if it meant you were able to pay less for the subscription? Access to a particular type of genre of show/movie 28% Non-media related perk e.g vouchers 28% I would not sign up to a new streaming service 9% A15 Which of the following would encourage you to sign up new streaming service? 12 STUDY ABOUT VIDEO STREAMING SUBSCRIPTION SERVICE MAR 2020 For more information please contact: Asia Plus Inc & Kadence International t +84 2839 100 043 w www.qandme.net or w www.kadence.com