Vietnam video streaming market study Asia Plus Inc. · Service Package payment 1 month 2 month 3 month 6 months 12 months VIP 100,000 VND 200,000 VND 600,000 VND 1,200,000 VND Basic

Q&Me is online market research provided by Asia Plus Inc.

Vietnam video streaming market study

Asia Plus Inc.

Video streaming service is popular in Vietnam market with many

suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the

current speed of internet development in Vietnam, people can

access these types of services easily.

Therefore, we conducted a survey to understand consumer’s

behavior and habits about video streaming service. This survey

was conducted among 20-49 years old of 617 samples in 2020

February (those who recognize video streaming is 202).

Overview

N=617

31% aware of

“the video

streaming service”

Recognition rate:

n=202To t a l s a m p l e s i z e

Ci ty

HCMC

(44%)

Hanoi

(47%)

46%

24%

9% 7% 5% 5% 2% 1%

Skilled

whiteProfessional

University

student

Self-employed/

Business owner

Unskilled

Blue

Unskilled

whiteSkilled Blue

Managerial/top

management

OCCUPATION

Househo ld income

Other cities

(9%)

43% Single

2% Married without children

53% Married with children

Mar i ta l s ta tus

1% Divorced/ Separated/

Widow

Gender

Female

58%

Male

42%

4%

19%

46%

32%

Below 7,500,000 VND/month

7,500,000 – 14,999,999 VND/ month

15,000,000 - 29,999,999 VND/ month

30,000,000 VND/month and above

Z

Age

20 – 35 y.o 36 – 49 y.o

86% 14%

3

Top 5 Popular video streaming subscription service

`

FPT Telecom JSC

(https://fptplay.vn)

Netflix Inc.(https://www.netflix.com/vn)

Vienam Television

Cable Corporation

(http://dichvu.vtvcab.vn/dich-

vu/truyen-hinh-theo-yeu-cau)

(https://www.kplus.vn)

Vietnam Satellite Digital

Television Kplus Co., LtdVNG Corporation(https://tv.zing.vn)

Usage Usage Usage Usage Usage

Favorite program Favorite program Favorite program Favorite program Favorite program

23% 21% 19% 18%

TV series/ Feature film

Music

Sports

68%

56%

48%


Sports

Entertainment program/

Game show/ Reality show




Sports



Sports





Sports

72%

62%

57%

65%

65%

58%

62%

62%

51%

68%

65%

54%

(Vietnam) (USA) (Vietnam) (Vietnam) (Vietnam)

39%

1st in market 2nd

in market 3rd in market 4th

in market

5th in

market

4

Service Package payment 1 month 2 month 3 month 6 months 12 months

VIP 100,000 VND 200,000 VND 600,000 VND 1,200,000 VND

Basic

Standard

Premium

Premium

TV Box

MyK+ Now(Only for Laptop, Tablet,

Smartphone)

ON VIP 66,000 VND 198,000 VND(Bonus +1 month)

396,000 VND(Bonus +2 month)


ON GĐ 88,000 VND 264,000 VND(Bonus +1 month)


1,056,000 VND(Bonus +4 month)

VIP 99,000 VND 599,000 VND 999,000 VND

100,000 VND

66,000 VND

88,000 VND

99,000 VND

200,000 VND 600,000 VND

396,000 VND(Bonus +2 months)


599,000 VND



1,200,000 VND


1,056,000 VND(Bonus +4 months)

999,000 VND

1,500,000 VND

180,000 VND

220,000 VND

260,000 VND

125,000 VND

1,500,000 VND

145,000 VND

145,000 VND 435,000 VND

435,000 VND

870,000 VND

870,000 VND

Top 5 Popular video streaming subscription service

5

37%

14%

8%

8%

86%

72%

49%

23%

26%

9%

52%

19%

21%

16%

50%

21%

13%

10%

70%

39%

21%

22%

51%

18%

9%

2%

38%

10%

11%

6%

Brand funnel of video streaming service

Youtube gets the highest traffic due to free access for all programs. Among the subscription services (paid service), FPT Play gains the highest

share thanks to its diversify of programs and contents which more relevant with Vietnamese consumers. Following after is Netflix which is well

known for movie series and family sharing package.

Awareness

Access

Intend to purchase

Currently pay

Video streaming watch habit

76%Smartphone

73%Smart TV

53%Laptop

21%Tablet

28%PC

20%Supporting Device

Devices

to watch

video

stream

23%1 hour

7%

30 mins42%2 hours

17%3 hours

10%

4 hours

Average hour to watch video stream

Device to use most often

1st 2nd 3rd 4th

42% 41% 7% 3% 3% 3%

Smartphone (76%) & Smart TV (73%) are used the most when watching video streaming.

Majority consumers watch video streaming around 2 hours in average (42%)

7

60%

50%

48%

45%

37%

31%

30%

28%

25%

24%

20%

19%

16%


Music

Entertainment program/ Game show/

Reality show

Sports

Comedy

News/ Weather forecast

Cartoon/ Children’s shows

Food/ Cuisine/ Cooking

Travel

Electronics/ appliance/ technology

Beauty

Wide life/ animal discover

Documentary film

CONTENT/TOPIC

More than half of consumers are attracted

to video streaming service by TV series/

Feature film (60%), Music (50%), and

Entertainment program/ Game show/

Reality show (48%).

A13. Which content/topics of video streaming do you usually watch?8

FAVORITE

TV ad/ TV programs/ Introduction on TV

Social Media (Facebook, Instagram, Zalo, …)

Search engine such as Google

Recommendations from relatives, friends,

colleagues, neighbours

Newspaper/ Magazines ad/ Articles

Banner ads when surfing the internet

Radio ad/ Radio programs/ Introduction on radio

Banner on the bus, taxi, bus station

Ads on LCD at buildings, elevator, cinema

Ads when watching movie/ music/ video

Official website of the video streaming service

Billboard

Online reviews in Public forums

Mobile SMS

Ads in game 8%

9%

13%13%

15%

18%18%18%

22%

27%

30%

38%

42%

56%

68%

SOURCEOF Awareness

A12. Which source of information that you heard, noticed or come across

information about the video streaming service in general?

TV ad/ TV programs/Introduction on TV and Social Media are found

as most common channels to interact with. Offline channels are

leaving short of, which seen promising channels for service providers

to increase its awareness.

9

99%

19% 18%

4%

97%

1% 1% 0%

Ho

me

Resta

ura

nts

/

Coff

ee s

ho

p

Work

ing o

ffic

e/

sch

oo

l

On

th

e w

ay

Place to watch

Place to watch most often

45% 42% 39% 37%

17%12%

6% 6% 4% 4%

Place to watch Whom to watch with

Hu

sb

an

d/w

ife

On

ly m

e

Pa

ren

ts

Kid

s

Sib

lings

Frien

ds

Gra

nd

pare

nts

Colle

agu

es

Bo

yfr

ien

d/

Girlfrie

nd

Oth

er

fam

ily

me

mb

ers

Video streaming watch habit

Majority consumers watch video at their home (97%) with their partner (husband/wife) 45%. Thus, promotions &

communication related to family or group sharing could help attracting more users.

10

Subscribing for streaming service

43%I would sign up for a new

streaming service in addition

to my current ones41%

I would only sign up for a new

streaming service if I cancelled an

existing subscription

15%I am not interested in signing

up for new steaming services

1% I am not interested in streaming services

Majority of people (84%) are interesting in signing up a new video streaming service. However, they are not willing

to use multiple services at same time. Saying that, 41% will buy new service only when cutting off the current

subscription.

11

ACCEPTABLE LIMITATION TO PAY LESS

TRIGGER TO SIGN UP TO A NEW SERVICE

54%

43%

21%

18%

12%

7%

6%

Advertisements

Not being able to download content

A limit on the number of hours I could watch a month

A reduced selection of content

Only being able to watch content on my mobile / cell

phone

Not being able to watch content on my mobile/cell

phone

None of the above

63%

42%

40%

34%

31%

28%

28%

9%

Access to your favorite shows/movies

Exclusive content featuring my favorite

celebrities

Original content that isn’t available anywhere

else

Access to old series /programs that you can’t

access elsewhere (e.g. Friends)

Ability to watch live events

Access to a particular type of genre of

show/movie

Non-media related perk e.g vouchers

I would not sign up to a new streaming service

A16. What would you be willing to accept from streaming service if it meant you

were able to pay less for the subscription?A15. Which of the following would encourage you to sign up new streaming

service?

Regarding to spend less money, consumers are willing

to accept advertisement during watching (54%) and not

able to download (43%)

Having favorite shows/movies seen the most motivator for

audience to sign of for new service. Exclusive content is

found as unique selling point to attract users.

12

STUDY ABOUT

VIDEO STREAMING

SUBSCRIPTION

SERVICEMAR 2020

For more information please contact:

Asia Plus Inc. & Kadence

International

t +84 2839 100 043

w www.qandme.net or

w www.kadence.com

http://www.qandme.net/

http://www.kadence.com/

Documents

Vietnam video streaming market study Asia Plus Inc. · Service Package payment 1 month 2 month 3 month 6 months 12 months VIP 100,000 VND 200,000 VND 600,000 VND 1,200,000 VND Basic