ASIA-PACIFIC: More than three quarters of connected consumers across Asia-Pacific watch traditional television on a daily basis, while almost two thirds also view free online content, new research has shown.

Data from Kantar TNS's Connected Life study indicated that 77% of APAC's "connected consumers" – defined as those with internet access in the past week – watched broadcast TV daily, the same proportion as those in developed markets.

In terms of time, they were spending an average of two hours with traditional TV, Mumbrella reported – or around 25% more than they did with online video in its various forms, including online TV, OTT subscriptions and free content on platforms such as YouTube, but excluding social video.

Some 64% of connected consumers in the region watched free online video every day, with the study noting that such viewing was in addition to traditional TV.

Take-up of paid online video such as Hooq, Netflix and Iflix, however, remains relatively low, as Kantar TNS reported that 11% of connected consumers in emerging markets had an online subscription to such services, compared to 14% in developed markets.

Singaporeans were least likely to watch broadcast TV every day (67%), while consumers in Indonesia were significantly more likely than average to do so (94%), as were those in the Philippines (90%) and India (90%).

These three markets were also below average in terms of the proportion of consumers who watched free online video daily, with Indonesians (31%) coming bottom in that regard. Cambodians (94%) emerged as the biggest fans of free online video, followed by Hong Kong consumers (84%).

Unlike broadcast TV, people viewing online video do not necessarily expect professional production quality. Around one in three said they mostly watched content produced by "people like me" or celebrities.

Nor are they opposed to branded content, although they aren't watching this every day: more than a quarter (27%) said they watched such material on a weekly basis.

Increased connectivity and greater smartphone penetration are driving this development of additional "media moments" that brands can tap into.

"Brands should no longer think about targeting traditional TV primetime, but identify 'primetime' for their brand," advised Zoë Lawrence, APAC Digital Director at Kantar TNS.

Data sourced from Mumbrella, Campaign Asia-Pacific; additional content by Warc staff