‘Online TV competition heats up as half of Singaporeans prepare to pay for Internet TV this Christmas’, says Paywizard survey
44% of consumers plan to use a paid Internet TV service this Christmas. But a third are still being attracted by free streaming websites
2 in 3 (65%) Singaporeans plan to cancel their paid Internet TV subscription within 12 months
Worldwide, almost half of Internet TV subscribers plan to cancel within 6 months
Singapore, 15 December 2015 – Internet TV is proving popular in Singapore this Christmas, with 44% of consumers planning to use paid streaming services like StarHub Go and Viki. However, Singapore continues to be a fragmented media market with a third (33%) of Singaporeans planning to use free streaming websites and 68% favouring free TV channels. Add to that the high rate of churn for paid Internet TV – 2 in 3 Singaporeans plan to cancel within 12 months – and it is clear that paid Internet TV services may need to do more to attract and keep consumers in a highly competitive market.
Great news for providers – OTT TV will be a big hit for consumers this Christmas
These findings come from a new Research Now study, commissioned by Paywizard, the expert in subscriber management for pay-TV. The study also shows that Singaporeans are embracing mobile devices for their TV viewing, with over half of consumers planning to use a mobile phone to watch TV this Christmas. Furthermore, consumers in Singapore are the most likely to watch TV on a laptop at 38%, compared to the survey average of 29%.
These findings are part of a global study highlighting that Internet TV services will be a big hit with consumers around the world this Christmas, with 52% of viewers planning to use an online TV service during the festive season. The study, which surveyed consumers in Australia, Brazil, Germany, Singapore, the UK and US, analysed how consumers plan on watching TV this Christmas, which TV services they prefer and which devices they plan to use.
Singaporeans were the most likely to sign up to Internet TV services just for Christmas (11%) or to receive a subscription as a gift (7%) – both responses at double the survey average
2 in 3 (65%) Singaporeans will have cancelled their paid Internet TV subscription within 12 months – the highest churn rate in the survey
Singaporeans had the lowest usage of games consoles for TV viewing at just 2%, which was 5 times less than US consumers
Singaporeans are the least likely to watch DVDs at 13% – 50% less than the survey average.
In Singapore, subscribers stay and leave for the same reasons.
“It’s clear that Singaporeans are keen to explore new Internet TV offerings this festive season. However the use of free streamed and traditional TV services, together with the very high rates of churn, may hamper the rapid growth in popularity that we have seen in mature markets like the US,” said Bhavesh Vaghela, Chief Marketing Officer at Paywizard. “Short term subscriptions and a peak in Christmas gift giving suggests that dominant operators like StarHub are prompting consumers with new content packages to test the waters. However in order to stop customers from moving away from paid services in 2016, incumbents and new entrants need to consider implementing enhanced customer experiences which far exceed what free options can offer.”