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Despite the overall video viewing time remaining steady in Hong Kong, some local audiences are shifting their viewing medium from digital platforms to social media, a study finds.

Conducted by Omnicom Media Group (OMG), the Hong Kong video content viewing landscape study is based on a self-complete online survey among 815 Hong Kong residents aged between 18 and 59.

The survey was carried out from March to April and targeted individuals who had watched video content on free TV, pay TV, or digital video content platforms within the seven days before completing the survey. The study aims to monitor the fast-changing video-viewing behaviour of Hongkongers.

The study found that while the total video viewing time remained steady in the first quarter of 2024, some audiences shifted from watching videos on digital platforms, including Netflix and YouTube, to social media such as Instagram, Facebook and X. The total video viewing time in the past week was 77.7 hours, comprising 36.9 hours on digital platforms, 19.8 hours on social media, and 21 hours on free and pay TV.

In terms of social media viewing time, Instagram led with 7.9 hours, followed by Facebook (7.8 hours), and X (2.5 hours). Instagrams total viewing time was on par with Facebooks for the first time, according to the report.

Furthermore, the report identified significant increases in viewership for Instagram, Netflix, and Disney+ in the first quarter of 2024, with their viewing times rising by 6%, 10%, and 6% respectively. Meanwhile, douyin, XiaoHongShu, and bilibili appeal to distinct groups of audiences.

Viewership of free and pay TV

Interestingly, the report found that TVB was the only free TV platform to see increases in both penetration and viewing time, rising by 5% and 0.6 hours respectively. Notably, TVB's viewership had made a remarkable comeback among the 18 to 24 and 45 to 59 age groups, with increases of 16% and 8% respectively, after a decline in the fourth quarter of 2023.

The report found that ViuTV's viewership had also increased among the 18 to 24 and 45 to 59 age groups, rising by 9% and 6% respectively. On the other hand, middle-aged consumers watch HOY TV less often whereas viewership remains the same among other age groups.

Viewership of digital platfroms and OTT platforms

Speaking of digital platform viewership, the report found a drop in total viewing time among audiences aged 35 or above, while younger segments maintained high levels. While the viewership and viewing time of YouTube were overall stable, Netflix and Disney+ achieved the secondand thirdmost often watched digital platforms respectively with an increase of viewership in the first quarter of 2024.

On the other hand, YouTube Premium was still not yet popular among consumers, with only one-third of YouTube audiences subscribed to the service.

Meanwhile, other digital platforms such as douyin, XiaoHongShu and bilibili presented distinctive trends in viewership. Douyin had experienced a resume of viewership and viewing time in the first quarter since the surge in the fourth quarter of 2023.

Bilibili had formed a relatively steady viewership while the other two hadnt. Also, viewers of douyin skewed towards non-working and more mature audiences, whereas bilibili appealed to younger groups.

On the other hand, the report showed that OTTs saw a mild comeback in viewership in the first quarter, following continuous dips in 2023.

According to the study, the overall OTT platforms time spent per week is 15.9 hours in first quarter of 2024, increased 16% compared to the fourth quarter of 2023. The increase in total viewing time is particularly led by Netflix, followed by Disney+. Noticeably, the intent of current subscribers to renew subscriptions remained high for the two channels.

When it came to viewing devices, it turned out that an overwhelming majority of audiences used electronic devices (95%), usually smartphones, to access video content. Younger consumers remarkably spent more time watching video through electronic devices whereas 45 years old or above still preferred TV sets. Interestingly, it was found that audiences preferred watching long-form videos on a big screen whereas YouTube on a smaller screen.

Nicole Cheng, insights director, Omnicom Media Group Hong Kong, said: Total viewing time remained stable in early 2024. However, time spent on video viewing increased among those aged 18-34, while middle-aged and older groups watched less. The first quarter of 2024 saw a bounce back in OTT viewing, led by Netflix and followed by Disney+. Our quarterly study tracks media consumption habits in Hong Kong, providing insights into evolving behaviours and emerging trends.

Join us this coming 26 June forContent360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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Survey: HK audiences shift video viewing time from digital platforms to social media - Marketing Interactive