Throughout Southeast Asia (SEA), an increasing number of individuals are turning to YouTube to bring their offline passions into the online realm.
In this article, we delve into the region’s insights to uncover the latest video consumption habits of viewers and explore how brands and advertisers can leverage these insights to establish stronger connections with audiences as they settle down to enjoy their favourite content.
Audiences today are becoming increasingly selective when it comes to their video consumption. They turn to YouTube to fulfill a wide range of needs, from live concerts and Ramadan prayers to yoga lessons and acquiring new skills. Content creators on YouTube have the power to cater to these diverse interests, providing fresh and engaging content across various screens.
This presents a tremendous opportunity for brands and content creators to connect with audiences on a digital platform. In fact, in April 2020 alone, YouTube reached over 93 million Indonesian adults, which accounts for a remarkable 91% of the online adult population.
As the digital landscape continues to evolve, brands and content creators must recognize the shifting preferences and behaviours of their target audience. By understanding these trends and leveraging the power of YouTube, they can create compelling content that resonates with viewers and drives meaningful engagement.
Audiences are highly engaged with their favourite content creators and actively subscribe to YouTube channels to stay up-to-date with the latest videos. This presents a unique opportunity for brands to align their content strategy with the demand for continuous engagement. By planning a robust content pipeline that resonates with viewers’ interests and preferences, brands can effectively capture and maintain their audience’s attention on YouTube.
- Riding the wave of digital growth:
SEA countries are experiencing an exponential increase in their online population, providing brands with a vast audience to engage with and captivate.
- Satisfy the hunger for diverse video genres:
People have an insatiable appetite for a wide range of video content, opening doors for brands to explore and experiment with different formats and genres.
- Stay in the spotlight:
Consumers are constantly on the lookout for fresh content from their favorite channels. Brands that consistently deliver engaging and timely videos will enjoy increased visibility and loyalty.
- Cater to diverse consumer segments:
With the widespread consumption of video content, brands have the opportunity to connect with audiences across various demographics on a single platform.
From our point of view, Southeast Asians have transformed their preference on video from professional content to more lifestyle content. They thrive with diverse content categories that cater to their lifestyle interests which make brands have a great opportunity to engage with them and create meaningful connections with tailored video content.
*The above viewpoints do not represent the stance of Project M
