Linear TV is the dominant platform for advertisers in Asia, despite 64% of viewers opting for streaming video services, according to Nielsen’s Consumer & Media View (CMV) data.
Ahead of its Future of Media 2024 Conference, the data and market measurement firm released its latest data showcasing the region’s changing media landscape.
Despite this surge in digital demand across Asia, linear TV still attracts the big bucks when it comes to advertisers.
From January to October this year, US$107 billion in ad revenue was injected into Asia’s media industry, with TV attracting the lion’s share (68%), followed by digital (16%) – a demonstration of digital’s ascendency while simultaneously asserting TV’s dominance.
According to Nielsen, smartphone penetration across Asia has now reached 90%, cementing the changing media consumption and interaction habits of the region.
Indonesia and Thailand are the biggest consumers of content “on-the-go”, with viewership on smartphones hitting 62% and 64%, respectively.
Traditional TV viewership remains strong according to the data, with Taiwan the largest at 98%, followed by Malaysia at 86%.
Additional key market insights found that when it comes to internet usage South Korea (98%), Taiwan (98%), and Malaysia (95%) lead the way.
The data also noted that mobile streaming is growing rapidly across Asia, and some markets are emerging as standouts. The leaders include Indonesia (69%) and Malaysia (86%) – both huge users of streaming services.
The disparity between linear TV viewership and internet usage highlights the unique dynamics of Asia – a consequence of the region’s diverse market and demographics.
However, it’s not all the same. In South Korea – a market with 98% internet penetration, linear TV still commands 97%.
Arnaud Frade, president of commercial for Asia, said that as budgets get tighter and pressure to be seen and heard grows, marketers in Asia are doubling-down on targeting the right audience.
“In our region, multi-screen viewing is already the norm – and streaming channels are only going to grow.
“I look forward to covering this in more detail at our conference this week, but the key is leveraging this, which means effective cross-media measurement, which Nielsen is actively working to deliver in key markets across the region,” Frade added