Watching premium OTT services time better spent than UGC: Study

Premium OTT services, such as Disney+, Netflix, TRUEID, Vidio and Viu, keep peoples’ Attention and are considered Time Better Spent than user-generated content, reveals a study by Asia Video Industry Association (AVIA).

AVIA has published its latest study,  “Premium OTT: Building Its Rightful Place in the Digital Market,” focusing on Indonesia and Thailand.  

Consumers in each market believe that premium OTT services, such as Disney+, Netflix, TRUEID, Vidio and Viu, who offer ‘professional videos’, unequivocally deliver Quality Content, keep peoples’ Attention and are considered Time Better Spent than user-generated content (UGC) and social media  platforms (social videos) where Negative Emotions dominate.  

Key insights from the study include: 

Almost 90% of all viewers say that professional videos offer better video quality. 

All video users also agree that time  is better spent when watching professional videos compared to social videos. 

The increasing adoption of Smart TVs among professional video users is creating  more opportunities for 

Connected TV (CTV) advertising. This shift allows advertisers to leverage  advanced targeting and interactive ad formats, enhancing viewer engagement and delivering more  personalized ad experiences. 

The study underscores the untapped potential for advertisers in the  premium OTT space, given the proven quality of the environment and the increased attention and  positive emotional engagement it fosters. "In 

Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns  underscores the platform's growing impact, encouraging more brands and agencies to diversify their  media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute  average daily watch time offering advertisers access to a high-quality audience and premium  inventory," said Hermawan Sutanto, Managing Director, Vidio. 

David Sky, Director of Advertising Solutions at TRUE Digital Group, added, “At TRUEID, we are  dedicated to providing premium OTT services that deliver high-quality professional video content to  our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed  wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption  of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly  engaged audience on premium OTT.” 

“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This  study clearly demonstrates the value these services offer to both consumers and advertisers. We  believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” said Louis Boswell, CEO of AVIA.