""India is an extremely attractive market for advertisers and marketers," says Buckle. "As more Indian consumers step into this space, the country is set to have an increasingly bigger impact on wider streaming trends. Services have found success in India by focusing on original content across genres, targeting niche audiences, and catering to its various languages.""
""In APAC, it's not just about capturing existing demand; it's also key to position a service for imminent demand; in other words, people who are going online for the first time.""
""India, Indonesia, and the Philippines are prime examples of countries that will no doubt see an increasing number of subscribers to streaming services as swathes of people join the online community.""
""TV streaming reach has been near universal among online populations in APAC for some years now, even as the number of people online grows. So, it seems TV streaming reach is keeping pace with internet penetration growth in APAC.""
APAC consumers increasingly prefer watching content on phones rather than on TV sets and now spend more time viewing online than on traditional TV. India has overtaken China as the most lucrative market for advertisers, with internet reach around 98% and average attention near two hours daily. Streaming growth in APAC is driven by original, niche and language-specific content and by new internet adopters in India, Indonesia and the Philippines. TV streaming reach has become near universal among online populations and daily time spent watching online TV has grown by roughly 15–30 minutes across several markets. That additional daily attention multiplies across large online populations to create substantial aggregate viewing growth.
Read at The Drum
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