Twitter has shared some new insights into rising video consumption in the app, specializing in the Southeast Asian market particularly, and the newest traits amongst Indonesian, Thai and Philippines-based customers.
Which is fascinating, contemplating how Twitter has shrunk its global workforce of late, which can seemingly impression areas like this, when it comes to localized information and subsequent progress. Besides, the SE Asian market presents a key progress alternative for the corporate, which is clearly not misplaced on Twitter, primarily based on these stats.
As per Twitter:
“Twitter is becoming a video global powerhouse with over 3.5 billion video views on Twitter each day1. And Southeast Asia (SEA) generates some of the highest increases in video consumption globally.”
Certainly, Twitter says that whereas video watch time is on the rise globally, Indonesia, Thailand and the Philippines are seeing a lot sooner progress, when in comparison with the worldwide charge.
Which, once more, underlines the purpose, that Twitter must be specializing in creating markets in an effort to preserve that momentum. Possibly, this report is reflective of that increasing focus shift.
Twitter says that 54% of customers watch movies on Twitter not less than as soon as a day, with that quantity being even greater amongst 18-24-year-old customers.
By way of discovery, Twitter says that SEA customers are almost certainly to seek out video content material of their house feed, with the Discover tab being the subsequent largest supply.
News and Present Affairs stays essentially the most considered class for video content material within the app, with celeb and trending content material additionally producing curiosity.
Additionally value noting:
“When watching videos on Twitter, our Southeast Asian audiences prefer the full-screen experience, with more than half consistently opting for this mode. Audio is also an integral part of the viewing experience, with a remarkable 64% who always go with sound-on when watching videos on Twitter.”
That’s a shift in how customers have watched video content material within the app in occasions previous, which might issue into your planning.
Along with this, Twitter says that 87% of customers within the area improve their utilization of Twitter whereas watching TV.
“People and fans of all kinds turn to Twitter as a second screen to TV, and the first scroll for highlights of TV’s biggest moments, or anything they missed on linear.”
These are some fascinating notes, and whereas they’re region-specific, many of those traits would additionally translate to different markets, with most Twitter customers now repeatedly viewing video content material, and utilizing the app as a dwell occasion companion.
From a advertising perspective, these information factors might assist SEA entrepreneurs map out a greater method to reaching these customers. Whereas for others, the information highlights evolving video consumption habits within the app, which might issue into your planning.
You’ll be able to try Twitter’s full SEA video consumption overview here.
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