The global research firm polled 30,000 online respondents in 61 countries, including Thailand, to gain a better understanding about viewers’ perspectives on TV viewing habits and advertising methods.
The survey found that 61 per cent of respondents in Thailand had no plans to cancel their traditional television service in favour of an online-only service, while 39 per cent said they planned to cut the cord.
In the Asia-Pacific region, 44 per cent of respondents indicated that they planned to cancel their cable or satellite service in favour of an online-only service.
Nielsen Thailand country leader Somwalee Limrachtamorn said the growth of video-on-demand programming, which lets viewers download or stream content, regardless of whether it is available through a traditional television package or online, opens up a world of choices for consumers. Now, anything can be accessed at any time, and via any means.
« The more important thing is that we have seen viewership expand in the context of platform utilisation in media consumption, » she said. « This includes the number of various media used by viewers.
« At any rate, the content services, whether online or via original means, can become more consistent with and complementary to one another, rather than just allowing users to choose one form or the other. »
Asked about online advertising, the survey found that nearly two-thirds of Thai respondents (62 per cent) preferred only to see ads for products that they already liked, while 61 per cent of those who watched video-on-demand confessed that online ads displayed before, during or after the programming were distracting, and 59 per cent wished they could block all ads.
However, more than half of respondents in Thailand who watched video-on-demand (58 per cent) somewhat or strongly agreed that ads in such content gave them good ideas for new products to try, and 60 per cent said they did not mind ads if they could view free content.
Megan Clarken, president of Nielsen Product Leadership, said today’s media landscape was complex, but the growth of video-on-demand could create opportunities for all players in the media ecosystem.
« Content will always be king, and consumers will continue to demand greater control and customisation of the viewing experience. Providers who exceed standards on both fronts will have an advantage, » she said.