SINGAPORE (Nov 21): More Singapore consumers are turning online to watch videos, with 76% watching online videos on a daily basis, higher than the 67% tuning in to traditional broadcast, thanks to fast Internet speeds and high smartphone penetration according to a Connected Life study by Kantar TNS.

Singapore consumers are consuming a wide variety of online videos, from online TV to subscription services to YouTube and videos on their social feeds according to the study. The online video consumption is incremental, with people watching it in addition to their existing TV viewing habits, according to Kantar TNS.

“The Connected Life study shows that there is a strong appetite for video content online, consumed when and where people want to watch it,” says Zoë Lawrence, APAC Digital Director, Kantar TNS.

“Brands should no longer think about targeting traditional TV primetime, but identify ‘primetime’ for their brand,” she adds.

Singapore consumers are also spending the most time on online video content compared to other countries across the region, an average of two hour every day. Singapore consumers also flock to free online videos, with 76% of them watching it on sites like YouTube daily. Singapore consumers are also glued to videos on their social feed, with 71% watching videos from brands, news sources or friends. Less than half of Singapore consumers (42%) are accessing on-demand channels to catch up on broadcast TV content online, and only 18% using paid-for subscription services daily.

Video content also no longer needs to be professionally produced to be popular, with 29% of Singapore consumers say that most of the content they watch online are produced by “people like me” or celebrities. Singapore consumers are also open to video content from brands, with 40% watching it on a daily basis.

“There’s been an explosion in the consumption of online ‘on-demand’ viewing across Asia Pacific, creating new media moments that didn’t exist in a traditional marketing world,” says Lawrence.

“Brands now know that simply putting their TVC online will not work; they need to develop content that works well within the context of the online channel they are using,” she adds.