Twitter has shared some new insights into rising video consumption in the app, specializing in the Southeast Asian market particularly, and the newest traits amongst Indonesian, Thai and Philippines-based customers.
Which is fascinating, contemplating how Twitter has shrunk its global workforce of late, which is able to seemingly affect areas like this, by way of localized information and subsequent progress. Besides, the SE Asian market presents a key progress alternative for the corporate, which is clearly not misplaced on Twitter, primarily based 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 price.
Which, once more, underlines the purpose, that Twitter must be specializing in growing markets so as to keep that momentum. Perhaps, this report is reflective of that increasing focus shift.
Twitter says that 54% of customers watch movies on Twitter not less than as soon as a day, with that quantity being even larger amongst 18-24-year-old customers.
By way of discovery, Twitter says that SEA customers are almost certainly to search out video content material of their house feed, with the Discover tab being the following greatest supply.
Information and Present Affairs stays probably the most seen class for video content material within the app, with movie star and trending content material additionally producing curiosity.
Additionally price noting:
“When watching movies on Twitter, our Southeast Asian audiences favor the full-screen expertise, with greater than half persistently choosing this mode. Audio can also be an integral a part of the viewing expertise, with a exceptional 64% who all the time 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 might issue into your planning.
Along with this, Twitter says that 87% of customers within the area improve their utilization of Twitter whereas watching TV.
“Individuals and followers of all types flip to Twitter as a second display screen to TV, and the primary scroll for highlights of TV’s greatest moments, or something they missed on linear.”
These are some fascinating notes, and whereas they’re region-specific, many of those traits would additionally translate to different markets, with most Twitter customers now often viewing video content material, and utilizing the app as a dwell occasion companion.
From a advertising perspective, these information factors might assist SEA entrepreneurs map out a greater strategy to reaching these customers. Whereas for others, the information highlights evolving video consumption habits within the app, which might issue into your planning.
You may take a look at Twitter’s full SEA video consumption overview here.