Filipinos still prefer watching TV, survey shows

Most Filipinos still prefer watching television over other platforms that allow them more control in watching video content.

According to a report released by Nielsen, a global performance management company, traditional broadcast TV still dominates consumers' preference in the Philippines amid the growth of video-on-demand (VOD) platforms that allow viewers to select and watch videos whenever they want.

Results of the latest Nielsen Global Video-on-Demand Survey showed that 59 percent of online Filipino consumers are subscribed to a cable provider, of which 16 percent are subscribed to an online service provider at the same time.

But even though TV still reigns supreme in the Philippines, a large number of Filipinos also watch VOD, the report said.

About 45 percent of the online consumers who participated in the survey watch VOD once a day or more often.

Stuart Jamieson, managing director of Nielsen Philippines, observed that VOD complements Filipinos' TV viewing.

“We see that VOD is complementing TV by filling the gaps that come with traditional TV viewing. When Filipinos can’t get to their TV at a certain time, they now know that they have the ability to watch it at a later date that allows them to catch up,” Jamieson said.

About 89 percent Filipino consumers go to VOD platforms to watch movies, while 60 percent use it to watch television programs.

They also view other genres comedy (52 percent), documentaries (44 percent), reality shows (40 percent), news shows (38 percent) and drama (35 percent).

Majority of Filipino consumers use computers and mobile phones to watch VOD.

Advertising methods

The survey polled 30,000 online respondents across 61 countries, including the Philippines. It measured not only the media habits of respondents, but also advertising preferences.

Most of the respondents responded negatively to ads in VOD content, but agreed that they are effective.

About 74 percent of the respondents wish they could only see online ads that show products that interest them while 69 percent find them distracting while 62 percent wish they could block ads entirely.

However, 63 percent of the respondents who watch VOD somewhat or strongly agree that ads give them good ideas for new products to try.

About 66 percent say they don't mind getting ads if they can watch free content, a sentiment that is highest in Southeast Asian consumers.

Jamieson, on the other hand, pointed out that advertising in traditional TV is still effective.

“Mass advertising via traditional TV is still compelling and effective in capturing the attention of audiences and should not be disregarded. It is always important to consider that traditional and digital models serve different purposes," he said. — APG, GMA News