As many as four in five (80%) Asian consumers viewed online videos in the past month, up five points since 2010 and six points higher than the global average of 74%.
With Malaysians, 30% view online videos through the internet more than once a day.
This is according to a recent Nielsen Global Multi-Screen Report that studied the media habits of online consumers.
The study reveals more and more Asian consumers are viewing videos online, due in part to increasing technology ownership and demand for anywhere, anytime delivery of media content.
The frequency with which Asian netizens access videos online is also increasing, with 68% reported to view online videos at least once a week, up from 63% in 2010.
Computers are a popular device choice, with 79% watching video content on their computers more than once a day, while 32% watch videos via television and 32% via mobile phone.
“The growing popularity of online video content can be largely attributed to increasing internet penetration and ownership of connected devices, and consumers seeking out more on-demand media content,” said Kerry Brown, Nielsen’s APMEA region cross-platform audience measurement director.
“Today’s consumers have access to media content across a multitude of screens and in numerous environments and, as a result, are becoming accustomed to accessing media anywhere, anytime,” added Brown.
Despite the ground swell in online video usage, Nielsen believes many advertisers struggle to connect with consumers via online video advertising campaigns.
It found that trust in messages delivered via online video advertisements was low across Asia, with only 33% of Asian digital consumers trusting online video ads.