The Asia Video Industry Association (AVIA) has released its latest study, "Premium OTT: Building Its Rightful Place in the Digital Market," highlighting the growing influence of premium OTT services in Indonesia and Thailand. The research underscores the superiority of professionally produced video content and its potential as a key advertising platform in these markets.
Consumers in Indonesia and Thailand increasingly recognize the value of premium OTT services such as Disney+, Netflix, TRUEID, Vidio, and Viu. The study found that almost 90% of viewers believe professional video content provides superior quality compared to user-generated content (UGC) and social media platforms. Furthermore, respondents noted that premium OTT services generate more positive emotional engagement, whereas social videos are more likely to evoke negative emotions. As a result, consumers consider their time better spent on professionally curated content.
The study also highlights a shift in viewing habits, with a rising number of users consuming professional video content on Smart TVs. This trend presents a significant opportunity for advertisers to leverage Connected TV (CTV) advertising. By utilizing advanced targeting and interactive ad formats, advertisers can enhance engagement and deliver personalized ad experiences to a highly attentive audience.
The research reveals compelling advantages for advertisers looking to invest in premium OTT platforms. In Indonesia, OTT advertising campaigns have demonstrated a 10% higher brand recall and purchase intent, reinforcing the growing effectiveness of the medium. Hermawan Sutanto, Managing Director of Vidio, emphasized this shift, stating, “The momentum in CTV OTT advertising is promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory.”
In Thailand, the outlook for premium OTT is equally strong. David Sky, Director of Advertising Solutions at TRUE Digital Group, highlighted the growing preference for high-quality content, saying, “We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”
The study serves as a wake-up call for advertisers seeking more effective and engaging platforms. Louis Boswell, CEO of AVIA, reinforced this point, stating, “The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT.”
The study builds on AVIA’s previous research conducted in 2023, further examining the evolving digital video landscape in Southeast Asia. Conducted by Milieu Insight in November 2024, the study surveyed 500 adults in each market, providing a comprehensive snapshot of consumer attitudes and usage patterns.
As premium OTT platforms continue to grow in influence, their role in digital advertising is becoming increasingly crucial. With proven audience engagement, high-quality content, and innovative advertising opportunities, premium OTT is shaping the future of video consumption in Indonesia and Thailand.