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Filipinos and Indians tolerant, Japanese frustrated by online video advertising, report finds

More than 50% of viewers of online video in the Philippines are happy to be confronted with advertising while only 19% of Japanese are content to be interrupted, a worldwide report of viewing habits has found.

The Philippines figure of almost 55% was the highest, while Japan the lowest, of the 10 nations in the study, which revealed Filipinos generally are more amenable to online video advertising than any other nationality.

Globally, 32% of 5000 people questioned said they were happy with advertising in online video “as long as they were interested” in the ads. Just over 40% were neutral and 27% opposed to online video advertising.

No figures were presented for ads that people were not interested in.

Singapore sat just above the global average, with 33% happy with online video ads, with 41% of South Koreans and close to 50% of Indians content, according to the study by digital content provider Limelight.

Just under a quarter of Singaporean viewers were against ads being shown, rising to 31% in Japan. Only 17% of Indians, 12% of Filipinos and 14% of Koreans were anti-advertising.

Unsurprisingly, the numbers jumped when viewers were faced with ads they could skip.

The Philippines was again the highest on 73% – only 4% were opposed – followed by South Korea (68%), Singapore (67%) and India (66%).

Japan, again, has the lowest approval, with less than 38% thinking it was ok, even if they could skip the commercial.

Approval of seeing a “short” advert fell across the board if the content they are watching is free.

Elsewhere in the report, Filipinos were the most ardent watchers of online video, with 8.77 hours each week, just ahead of India on 8.46 and Singapore on 8.21. All three were well ahead of the 6.75 global average.

The report also looked at the number of subscription video-on-demand services watched by consumers. Singapore (52%) was second only to France (61%) in the number of people who have no subscriptions.

In India only three out of 10 people have no SVOD service, slightly lower than the Philippines with 33%.

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