Besides all of the chaotic changes and news about concerns and deteriorating ad partner relations, Twitter has recently shared some new insights into rising video consumption in the app, specifically focusing on the Southeast Asian market, and the latest trends among Indonesian, Thailand, and Philippine-based users.
It’s rather interesting, especially if you consider how Twitter has shrunk its global workforce as of late, which will seemingly impact regions like these, in terms of localized knowledge and subsequent growth. Even so, the SEA market presents and has always been, a key growth opportunity for the company, which is clearly not lost on Twitter, based on these stats.
“Twitter is becoming a video global powerhouse with over 3.5 billion video views on Twitter each day. And Southeast Asia (SEA) generates some of the highest increases in video consumption globally.”
True enough, Twitter says that while video watch time is globally on the rise, Indonesia, Thailand, and the Philippines are seeing much faster growth, when compared to the global rate (29% vs more than 50% for each of the 3). This, again, underlines the point that Twitter must focus on developing markets to maintain momentum. Perhaps, this report reflects that expanding shift.
Twitter mentions that 54% of users watch videos on Twitter at least once a day, with that number being even higher among users aged between 18-24 years old. When it comes to discovery, Twitter says that SEA users are most likely to find video content in their home Feed, with the Explore tab being the next biggest source. On that note, News and Current Affairs remain the most viewed category for video content in the app, with celebrity and trending content also generating interest.
Also noteworthy:
“When watching videos on Twitter, our Southeast Asian audiences prefer the full-screen experience, with more than half consistently opting for this mode. Audio is also an integral part of the viewing experience, with a remarkable 64% who always go with sound-on when watching videos on Twitter.”
This is a shift in how users have watched video content in the app in times past, which could factor into your planning. To add to this, Twitter says that 87% of users in the region increase their Twitter usage while watching TV.
The Wrap
These are some interesting notes, and while they are region-specific, many of these trends would also translate to other markets, with most Twitter users now regularly viewing video content, and using the app as a live event companion. Marketing-wise, these data points could help SEA marketers map out a better approach to reaching these users. Meanwhile, for others, the data highlights evolving video consumption habits that could aid in your planning. But hey, why listen to us when you can read Twitter’s report here.
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