Twitter has shared some new insights into rising video consumption in the app, specializing in the Southeast Asian market particularly, and the newest developments amongst Indonesian, Thai and Philippines-based customers.
Which is attention-grabbing, contemplating how Twitter has shrunk its global workforce of late, which can seemingly impression areas like this, by way of localized data and subsequent progress. Besides, the SE Asian market presents a key progress alternative for the corporate, which is clearly not misplaced on Twitter, based mostly on these stats.
As per Twitter:
“Twitter is turning into a video world powerhouse with over 3.5 billion video views on Twitter every day1. And Southeast Asia (SEA) generates among the highest will increase in video consumption globally.”
Certainly, Twitter says that whereas video watch time is on the rise globally, Indonesia, Thailand and the Philippines are seeing a lot quicker progress, when in comparison with the worldwide charge.
Which, once more, underlines the purpose, that Twitter must be specializing in creating markets to be able to preserve that momentum. Possibly, this report is reflective of that increasing focus shift.
Twitter says that 54% of customers watch movies on Twitter at the least as soon as a day, with that quantity being even larger amongst 18-24-year-old customers.
When it comes to discovery, Twitter says that SEA customers are most probably to seek out video content material of their residence feed, with the Discover tab being the subsequent largest supply.
Information and Present Affairs stays essentially the most seen class for video content material within the app, with celeb and trending content material additionally producing curiosity.
Additionally value noting:
“When watching movies on Twitter, our Southeast Asian audiences choose the full-screen expertise, with greater than half persistently choosing this mode. Audio can be an integral a part of the viewing expertise, with a exceptional 64% who at all times go together with sound-on when watching movies on Twitter.”
That’s a shift in how customers have watched video content material within the app in occasions previous, which may issue into your planning.
Along with this, Twitter says that 87% of customers within the area improve their utilization of Twitter whereas watching TV.
“Folks and followers of every kind flip to Twitter as a second display to TV, and the primary scroll for highlights of TV’s largest moments, or something they missed on linear.”
These are some attention-grabbing notes, and whereas they’re region-specific, many of those developments would additionally translate to different markets, with most Twitter customers now frequently viewing video content material, and utilizing the app as a stay occasion companion.
From a advertising perspective, these knowledge factors may assist SEA entrepreneurs map out a greater method to reaching these customers. Whereas for others, the info highlights evolving video consumption habits within the app, which may issue into your planning.
You’ll be able to try Twitter’s full SEA video consumption overview here.