For marketers in APAC, the OTT industry is turning up to be quite important

According to Rishi Bedi, vice-president of InMobi for Southeast Asia, Japan, and Korea, “the OTT arena is shaping up to be highly important for advertisers to acquire new, targeted audiences and give another channel for them to improve brand engagement.”

Since the 2000s, over-the-top (OTT) video has been one of the most popular forms of visual entertainment among consumers, with leaders like Netflix leading the way. Then, by the end of 2019, the Covid-19 epidemic struck, causing OTT video’s popularity to soar even higher — particularly in Asia Pacific (APAC).

Due to some of the world’s harshest and longest travel and entertainment restrictions, people in the region began spending more time online to fill the hole, resulting in an unparalleled interest in streaming video. OTT viewership in APAC was predicted to be over 400 million people in March this year, with more than 69 percent watching videos at least once a week.

Brands and marketers are taking notice of APAC consumers’ preference for OTT video platforms, not only because increased viewing means greater reach, but also because consumers have stated that they are more prepared to pay for or accept an ad-based model on OTT video platforms. This opens up substantial chances for marketers to take advantage of the popularity of OTT video to enhance brand exposure and engagement through advertisements to a larger, more responsive audience.

OTT video content was deemed to be the most immersive and engaging by 40% of respondents across all markets, with 51% saying that OTT video platforms offered ‘full value for money.’ Not only did respondents place OTT video as one of their top two types of video material to watch and discuss with friends and family, but they were also united in saying that among the four video alternatives, they were least ready to give up OTT video platforms. This demonstrates their deep devotion to OTT video and how commonplace it has become in daily enjoyment.