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Does the rise of OTT in Asia signal end of traditional TV?

Is traditional TV continuing to lose its appeal and relevance amongst viewers in Asia?

At a time when streaming services like Netflix and Disney+ are continuing to draw viewers with their promise of premium content, any time and anywhere, the appeal of non-linear TV has probably never been higher.

In Asia-Pacific, what will concern traditional TV operators is the fact that there are now more than 400 million people using over-the-top (OTT) services, according to a new report from SpotX. It reported that 69% of video viewers in the region watch streaming video at least once a week, led by countries such as Singapore, Indonesia and Australia.

What does this mean for broadcasters who have seen their once dominant position in the TV space eroded firstly by pay-TV, and latterly, the likes of streaming services like Netflix and Disney+?

For the doomsayers, an insistence that traditional TV is dying remains a flawed argument. While mobile will unquestionably dominate the future of content consumption, traditional TV remains an important medium to reach out to underserved populations in the Asia-Pacific region.

What broadcasters need to do is to recognise that they, too, need to embrace the OTT space and ensure that they create compelling and interactive content that can appeal to viewers who are simply no longer glued to the traditional platforms.

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