45% of APAC consumers are unaware of Netflix launch study finds

NetflixDespite a publicity drive in the wake of its launch in 130 markets worldwide at the start of the year, 45% of people in the Asia Pacific region are unaware of the launch of Netflix in this region, according to a survey by YouGov.

But of those who are, around three in five (63%) say that they think Netflix will have a positive impact on the media industry and pay-TV due to increased competition.

Netflix is said to be mainly welcome in APAC, particularly in the Philippines, but the least welcome in Hong Kong, the study of consumers in Australia, China, Hong Kong, Indonesia, Malaysia, the Philippines, Singapore and Thailand found.

Only three in 10 people in China, where Netflix has yet to officially launch, have heard of the brand launching in Asia, but that proportion is much higher in Australia (60%), where Netflix launched in May 2015 and more than a third (34%) of Australians are already subscribers.

Regionally, 11% of respondents said they have subscribed to Netflix, 35% say they are not sure if they will subscribe and more than a quarter (26%) said they won’t.

Netflix awareness

Source: YouGov

The news comes a month after Netflix’s share price fell by 15% following slower than expected subscriber growth in the US and overseas.

It also comes shortly after a study predicted that local-born OTT providers such as Malaysia’s Iflix and Singapore’s HOOQ are more likely win out in Asia over the next three years, with the exception of Australia where Netflix is more likely to thrive.

Netflix boss Reed Hastings admitted in April this year that the high cost of licensing content, and a limited number of local language options, was limiting the company’s progress in Asia.

YouGov’s study also revealed surprising data about the consumption of on-demand video in mobile-mad APAC.

83% of people still watch on-demand TV via more traditional channels, with 59% watching on-demand content via TV, 61% consuming on-demand content on desktop or laptop computers, and only 56% watching it on mobile devices.

YouGov data

Source: YouGov

However, more people use their mobile devices to watch online streaming content, and eight out of 10 respondents stay at home to watch it using fixed broadband.

Source: YouGov

Source: YouGov

Also, fewer than expected said they use pirate sites to watch content, with the biggest users of illegal means being in the Philippines.

Only 20% said they use web links or “torrent” sites, giving as the reasons that it’s free of charge and provides timely and up-to-date content.

The YouGov study was based on an online survey in May 2016 involving 15,580 respondents across the region.


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