Beijing – New research from Irdeto that explores consumer viewing patterns and preferences on accessing video content unveiled that 86% of Chinese consumers still watch video content at home but only 15% of the respondents do so on traditional TV with a combined majority of 85% choosing computers, smartphones and tablets as their preferred screens. Also, with close to 60% of respondents saying that they watch videos on-the-go (while commuting, or outside of work, school, or home), it reaffirms the rise of multi-screen viewing among Chinese consumers today.
The survey found laptop and desktop computers to be the top screen of choice when it came to viewing video content (42%), and smartphone devices to be the second most preferred screen for viewing video content (29%) – underlining a significant behavioral shift whereby viewers are now typically choosing non-traditional platforms over traditional television.
Released on March 20 at CCBN 2014, the survey was conducted among 1,000 nationally representative Chinese adults aged 18 and above in early March. It tackled important questions on both video viewing preferences as well as factors influencing consumers’ decision to watch pirated video content.
The results showed that consumers in China are concerned about security risks (32%) and poor video quality (25%) despite an openness to online piracy, where more than 60% of respondents said that they were ‘extremely likely’ (21%) or ‘likely’ (41%) to pirate video content. A combined 58% cited high pricing of paid content (28%) and refusal to wait for official release of video (30%) as the top two compelling reasons for watching pirated videos.
Key Findings:
The majority of consumers (86%) still watch video content at home, whether it is on their television or through streaming on a mobile device, while the second most preferred location was during their commute (37%)
The preferred screen of choice for watching video content was on the laptop/desktop computers (42%), as compared to the traditional TV (15%). Smartphone devices were the second most preferred screen for viewing video content (29%)
30% of consumers cited the wait for video content to be officially released as the most compelling reason for them to watch pirated video content, while 28% of consumers would do so if the video content is too expensive
When asked what would prevent them from viewing pirated content, most consumers cited issues surrounding security risks (e.g. viruses, spam) (32%), followed by poor video quality (25%)
“This survey reflects Irdeto’s commitment to offering knowledge and insight into video consumption trends in China, so that local content providers can design and package products and services that deliver a richer, more fulfilling user experience in line with evolving viewer behavioral patterns and preferences,” said Bengt Jonsson, Vice President, APAC, Irdeto. “The survey findings indeed reaffirm the importance of multi-screen and nationwide demand for high-quality and secure video content despite ongoing online piracy, so it is without a doubt that these should be the top priorities for Chinese pay-TV operators and over-the-top service providers today as they battle to capture eyeballs in this highly competitive market.”
