OTT Consumer Trends in Indonesia

Recently, The Trade Desk and Kantar released a report titled "Future of TVIt contains the findings of a survey conducted to 6700 consumers (16 years+) in Indonesia, the Philippines, Singapore, Malaysia, Vietnam, and Thailand regarding media consumption habits in November 2021. One of the conclusions is that the popularity of OTT has increased in the third year of the pandemic.

Specifically in Indonesia, the survey stated that 1 in 3 Indonesians watch OTT content, in total there are currently 83 million consumers. In total they watch 3,5 billion hours per month --- or an average of 41,4 hours per month per viewer. Its own business growth reached 40% yoy, making Indonesia the leading consumption and OTT market in Southeast Asia.

Demographics of OTT connoisseurs

In Indonesia, OTT consumer more than women with an average consumption of more than 4 hours per day. While it is associated with age, Gen Z and millennials [age range 16-34 years] are the most significant, if the total percentage is up to 52%.

The survey also highlights user preferences in choosing entertainment media services. Respondents from Indonesia 62% chose OTT; and 40% traditional television. From year to year, the gap between OTT and traditional television viewers continues to increase, reaching 2020% in 13, then increasing to 22% in 2021. Especially for Gen Z itself, it reaches 27%. Even 27% of OTT connoisseurs admit that they have not watched traditional TV for at least 3 months.

"OTT plays an important role for Indonesians as it helps to relieve stress from work or study and get through the times." lockdown hardest ever. I think it will continue to play an important role in our lives as it offers affordable entertainment where people can access it across devices anytime, anywhere," the researchers wrote in the report.

Preference choose OTT

With various OTT platforms available, Korean Drama content is the most favorite, followed by Western Film content. 74% of female viewers in Indonesia make Korean Drama their favorite spectacle, while 61% of male viewers prefer sports-related content.

Another trend that is also captured in the report, users in Indonesia are using OTT to "me time". As many as 6% of the total OTT users live alone in their homes/apartments/boarding houses. While 54% almost always watch alone and 94% sometimes watch alone.

Interestingly, for medium watch option smart TV began to be glimpsed, despite smartphone is still the main tool. 27% of respondents plan to buy smart TV in the next 6 months, 55% in the next 18 months.

Model subscribe or ad still has a heart among OTT users. This is because 90% of users in Indonesia use more than 1 application.