Nghiên cứu thị trường video streaming marketing ở vietnam

Vietnam video streaming market study
Asia Plus Inc.
Q&Me is online market research provided by Asia Plus Inc.


Overview
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).

Recognition rate:

31%
aware of
“the video
streaming service”

N=617


To t a l s a m p l e s i z e

Marital status

n=202

43% Single
2% Married without children

City

53% Married with children
1% Divorced/ Separated/
Widow

Hanoi
(47%)

20 – 35 y.o

Other cities
(9%)

86%
HCMC
(44%)

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

36 – 49 y.o

Female

Male

14%

58%

42%

Z

Age
4%

Gender
O C C U PAT I O N

46%

19%

24%
46%

32%

9%
Skilled
white

Professional

University
student

7%
Self-employed/
Business owner

5%

5%

Unskilled
Blue

Household income
3

2%

Unskilled
Skilled Blue
white

1%
Managerial/top
management


Top 5 Popular video streaming subscription service

(Vietnam)
FPT Telecom JSC
()

(USA)
Netflix Inc.
( />
Usage

(Vietnam)
Vienam Television
Cable Corporation
( />
Usage

Usage

VNG Corporation
()

Usage

Usage

18%

19%

21%

23%

39%

(Vietnam)

(Vietnam)
Vietnam Satellite Digital
Television Kplus Co., Ltd
()

`

1st in market

3rd in market

2nd in market

5th in

4th in

market

market

Favorite program

Favorite program

68%
TV series/ Feature film

Favorite program

62%

65%

72%

TV series/ Feature film

Entertainment program/
Game show/ Reality show

Entertainment program/
Game show/ Reality show

65%
56% Music

62% Sports

48% Sports

Entertainment program/
Game show/ Reality show

62% Sports

TV series/ Feature film

57%

Favorite program

Favorite program

68%

Entertainment program/
Game show/ Reality show

65%

TV series/ Feature film

51%
58% Sports

TV series/ Feature film

54% Sports
4


Top 5 Popular video streaming subscription service
Service

Package payment

1 month

2 month

VIP

100,000 VND
VND
100,000

200,000 VND
200,000
VND

3 month

6 months

12 months

600,000 VND
600,000
VND

1,200,000 VND
1,200,000
VND

Basic

180,000 VND

Standard

220,000 VND

Premium

260,000 VND

Premium

145,000 VND

435,000 VND

870,000 VND

1,500,000 VND

TV Box

145,000 VND

435,000 VND

870,000 VND

1,500,000 VND

MyK+ Now
(Only for Laptop, Tablet,
Smartphone)

125,000 VND

ON VIP

66,000VND
VND
66,000

198,000
VND
198,000 VND

396,000
VND
396,000 VND

792,000
VND
792,000 VND

(Bonus +1
(Bonus
+1month)

month)

(Bonus +2
(Bonus
+2months)
month)

(Bonus +4
(Bonus
+4 months)
month)

ON GĐ

88,000
88,000VND
VND

264,000
VND
264,000 VND

528,000
VND
528,000 VND

1,056,000
1,056,000 VND
VND

(Bonus +1
(Bonus
+1month)
month)

(Bonus
(Bonus+2
+2months)
month)

(Bonus +4
+4 month)
months)
(Bonus

VIP

99,000
99,000VND
VND

599,000
VND
599,000 VND

999,000
999,000 VND
VND
5

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.

86%
72%

70%
39%
21%
22%

52%
19%
21%
16%

51%
18%
9%
2%

Awareness
Access

Intend to purchase
50%
21%

13%
10%

49%
23%
26%
9%

38%
10%
11%
6%

37%
14%
8%
8%

Currently pay


Video streaming watch habit
Smartphone (76%) & Smart TV (73%) are used the most when watching video streaming.
Majority consumers watch video streaming around 2 hours in average (42%)

Device to use most often

76%

2nd

1st

Smartphone

4th

3rd

73%
Smart TV

Devices
to watch
video
stream

53%

42%

41%

7%

3%

3%

3%

Laptop

28%

Average hour to watch video stream

PC

21%
Tablet

20%
Supporting Device

7%

23%

30 mins

42%

1 hour

2 hours

17%
3 hours

10%
4 hours
7


FAVORITE CONTENT/TOPIC
60%

TV series/ Feature film

50%

Music
Entertainment program/ Game show/
Reality show

48%
45%

Sports

Comedy

37%

News/ Weather forecast

31%

Cartoon/ Children’s shows

30%

Food/ Cuisine/ Cooking
Travel
Electronics/ appliance/ technology
Beauty

28%

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%).

25%
24%
20%

Wide life/ animal discover

19%

Documentary film

16%

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

SOURCE

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.

TV ad/ TV programs/ Introduction on TV

OF

Awareness

Social Media (Facebook, Instagram, Zalo, …)

Search engine such as Google
Recommendations from relatives, friends,
colleagues, neighbours

68%
56%

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
A12. Which source of information that you heard, noticed or come across
information about the video streaming service in general?

Ads in game

42%
38%
30%
27%
22%
18%18%18%
15%
13%
13%
9%
8%

9


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.
Place to watch

Whom to watch with

Place to watch
Place to watch most often

99% 97%

6%

4%

4%

Other family
members

Friends

Kids

Parents

Only me

Husband/wife

6%

Boyfriend/
Girlfriend

12%

0%

On the way

1%

Working office/
school

Restaurants/
Coffee shop

17%
4%

Colleagues

37%

18%
1%

Home

39%

Siblings

19%

42%

Grandparents

45%

10


Subscribing for streaming service
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.
1% I am not interested in streaming services

I am not interested in signing

up for new steaming services

15%

43%
41%

I would sign up for a new

streaming service in addition
to my current ones

I would only sign up for a new
streaming service if I cancelled an
existing subscription
11


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.

ACCEPTABLE LIMITATION

TRIGGER TO SIGN UP

TO PAY LESS

TO A NEW SERVICE

Advertisements

54%

Not being able to download content

43%

21%

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

18%

Access to your favorite shows/movies

63%

Exclusive content featuring my favorite
celebrities

42%

Original content that isn’t available anywhere
else

40%

Access to old series /programs that you can’t
access elsewhere (e.g. Friends)

34%
31%

Ability to watch live events

12%

Not being able to watch content on my mobile/cell
phone

7%

None of the above

6%

A16. What would you be willing to accept from streaming service if it meant you
were able to pay less for the subscription?

Access to a particular type of genre of
show/movie

28%

Non-media related perk e.g vouchers

28%

I would not sign up to a new streaming service

9%

A15. Which of the following would encourage you to sign up new streaming
service?

12


STUDY ABOUT
VIDEO STREAMING
SUBSCRIPTION
SERVICE
MAR 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