How TV streaming has changed viewing trends

Image credit: 123RF

Gone are the days when families would sit together in front of a TV set to catch the primetime show at 8:00 pm sharp. This was usually a ritual they’d repeat every day, viewing one episode at a time.

But people like Muhammad Dzul Hilmi Bin Zunizam, for example, find it hard to watch TV shows this way because of their erratic working schedules.

The 35-year-old executive’s solution is to download the app version of Tonton, an over-the-top (OTT) video-streaming service, which allows him to watch his favorite shows “anywhere, anytime.”

This easy accessibility has won over consumers, resulting in the success of OTT platforms like Netflix and YouTube. But it has also led to a continuing downward trend for traditional subscription cable, satellite, and Internet Protocol television (IPTV) providers.

Even OTT providers within the region are experiencing popularity. Tonton, Malaysia’s first and largest homegrown video-streaming service, currently has 8.4 million users. With its recent expansion into Singapore and Brunei Darussalam, the platform has been gaining over 20,000 members weekly since October 2016, based on Tonton’s stats.

By demand, on bigger screens

While the Tonton app is available on mobile devices, it seems like people still prefer to watch programs on actual television sets.

According to Tonton, 65 percent of its users watch on large screens, with a minimum viewing period of at least three hours. There’s also the “smart TV” factor: these devices make it more convenient to get shows on the internet.

Ahmad Nurulhakim, a 27-year-old public relations executive, shares that at home, they prefer to watch their shows on TV instead of their mobile devices “because that way, it becomes a family activity.”

“We laugh and talk about the shows. Sharing opinions about topics in the programs also helps to strengthen our family bonds and bring us closer,” adds Nurulhakim, who also subscribes to Netflix.

Taking into account users’ habits, Tonton has launched a smart television platform that’s accessible via the latest models from big-name manufacturers like LG, Samsung, and Panasonic. Tonton’s Android OTT Box app also works with major Android boxes and smart TVs that feature Android TV operating systems. Both of these platforms became available in January 2018.

How viewers are acquired

Image credit: 123rf

In the past, broadcasters were in charge of programming, essentially dictating what viewers could watch at specific times. Nowadays, however, technology has given consumers the power of choice, as they can do their own research and decide what TV shows are worth their time and interest.

Nurulhakim, for instance, gets email notifications from Netflix, allowing him to “vet the program lists and Google the synopses” of shows so he can pick what to watch.

Viewers are also likely to pick up a new series simply because of advertisements on the OTT app’s front page.

For example, Dzul was introduced to I, Remember – a Malaysian original series that explores the nature and power of human memory – because of ads he saw on Tonton’s interface. In fact, he learned about several other new shows through static ads on Tonton.

Beyond the living room

To add another layer of interactivity, apps and streaming platforms now offer user interfaces that include comment sections and live chats.

For example, Tonton’s OTT platform features Camment, a plug-in for streaming platforms that lets users connect with each other using voice and video. Camment also allows for intelligent social marketing, which uses voice recognition technology to analyze interactions, allowing brands to partner with the service to advertise relevant content.

Changing the world, one screen at a time

Enabled by technology, video storytelling has evolved in response to shifting consumer demands and viewing habits. OTT platforms have become an important part of the television industry, and more changes are expected to happen. As such, content producers and service providers need to stay on top of these developments to spot and grab hold of opportunities that could arise.

Tonton is Malaysia’s first and largest homegrown video streaming service. Subscription is free for Malaysian viewers, but the app is not available outside of the country.

Learn more about Tonton here.