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Awareness of Netflix is 'low' in APAC

News, 24 August 2016
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SINGAPORE: Netflix, the US video streaming service, launched a much-publicised push into APAC and other world markets earlier this year, yet a recent study has found that just 55% of people in the Asia-Pacific region are aware of that.

Research firm YouGov decided to investigate how Netflix is faring in the region within the wider context of consumer attitudes to video streaming and their TV usage.

Based on responses from 15,580 consumers in eight markets, YouGov found that Netflix is "generally welcome" in the region as it scored 7.8 on a scale where 1 is not welcome and 10 is very welcome.

Consumers in the Philippines are the most open to Netflix, while their counterparts in Hong Kong are the least welcoming, but overall almost two-thirds (63%) of people think its launch will have a positive impact on the media industry because of the heightened competition it is expected to bring.

However, so far, only 11% of respondents say they have already subscribed to the service, although the proportion is far higher in Australia (34%) where Netflix has been operating for more than a year.

Around a quarter (26%) of APAC consumers say they will subscribe, while 35% say they are not sure, but more than 40% of consumers in Indonesia, the Philippines and China say they will subscribe. The problem for Chinese consumers is that Netflix has no plans to launch in China this year.

Turning to broader viewing habits in the region, YouGov found that, despite the prevalence of on-demand video, 83% of consumers still watch TV via broadcast TV channels, with 59% watching on-demand content via TV.

Some 61% of consumers watch on-demand content via desktop PCs or laptops, while 56% watch on-demand content via their mobile devices.

YouTube, which like Netflix is not available in China, emerged as the most popular on-demand streaming service in most APAC markets with nearly three-quarters (72%) saying they use it.

Meanwhile, just a fifth (19%) of respondents admit to using pirate "torrent" sites or web links to watch content. However, this rises to 31% in the Philippines.

Data sourced from YouGov; additional content by Warc staff

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