Asia’s emerging markets lead the way with video sharing

By Chris Lee

Countries in Asia are leading the way when it comes to sharing videos online, beating the UK, US and Germany, according to a global study by online video engagement specialist Coull.

According to the study, Indonesians shares the most video, with sharing figures coming out more than three times greater than the global average. India was the second most sociable nation, followed by Greece, Thailand and Argentina. The US came in at number 19, while the UK appeared at number 43 in the global list.

Asian countries share almost half of their videos via Facebook, and almost a quarter sharing by embedding content into their personal websites and blogs. The study showed that for Indonesia, content relating to style and fashion is the most shared. For Indians, it is travel and current events, while Japan and Singapore are shown to be big sports fans.

New connectivity drives shares

The study was based on analysis of 11.4 million video plays across 57 countries from Coull’s global video network during January 2014. According to Coull’s analysis, the average global video sharing rate is 0.1%. In January 2014, Indonesia saw sharing rates of 0.36%, 3.6 times greater than the average global value.

So why are social networkers in Asia’s emerging economies so keen to share?

“With increased connectivity and availability of mobile devices, emerging markets such as those in Asia are leading the way in online video sharing,” explained, Irfon Watkins, Coull’s CEO.

Watkins said that 2014 is the year that mobile providers are looking at how they can connect the world’s emerging markets to the internet, with companies like Nokia introducing smartphones starting at around US$120. This means that consumers in these regions are more likely to make jumps in technology, maybe never accessing internet through traditional desktop computers, but instead moving straight onto smartphones and tablets, he added.

“Alongside this leap towards connected mobile devices, we’re also seeing a high level of social activity,” Watkins said. “As our study shows, Asian countries lead the way when it comes to social engagement with video content. Facebook comes out on top as the channel of choice for sharing videos with their friends and family.”

Within these countries, demographics are key to determining overall trends, he explained.

“They tend to be countries with growing populations, so the number of younger people engaged in online conversations is higher. This in turn impacts their global ranking when it comes to online video sharing,” Watkins argued.

Implications for marketers

With such high engagement in specialist categories such as sports and music, the report highlights the importance for brands in these regions to have relevant strategies in place, according to Watkins.

“Understanding these trends is critical to driving effective marketing campaigns. Too often, ad spend fails to consider the sharing potential of videos,” he concluded. “However, if digital publishers track sharing patterns and measure how their audiences engage with content, this insight can be used to inform not just their own content strategy, but to connect brand advertisers with the type of video content that really resonates with their target market.”

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