Survey: 40% of HK users engage with videos on Threads

Hongkongers' usage of Meta's social platform Threads has tripled to 34% since its launch in 2023, with around 40% of users having engaged with videos on the platform, according to an OMG survey.

Conducted by Omnicom Media Group (OMG), the latest “Hong Kong video content viewing landscape 2025 Q1” study is based on a self-complete online survey among 800 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 survey revealed that the awareness and usage of Threads become stronger in the past quarters. The awareness of Threads has increased from 36% at launch in Q3 2023 to 66% in Q1 2025. Its usage was tripled from 10% in Q3 2023 to 34% in Q1 2025.

In particular, awareness and usage are strongest among the 18 to 34 age group. It's noteworthy that around 40% of users engage with videos on Threads. As a new platform, user behaviours will play a crucial role in shaping its future. 

Meanwhile, the overall video viewing time locally in Q1 has increased to 86.6 hours, driven mainly by digital platforms which rose to 44.5 hours on average, followed by social media (21.3 hours) and free and pay TV (20.8 hours). 

Out of the total viewing time on digital platforms, OTTs are reaching a new high of 17.1 hours per week, the highest recorded since Q2 2023. Given audiences using two screens simultaneously is common in HK, it could be one of the reasons for the increase in OTT viewing time, according to the survey.  

Disney+ experiences the biggest growth (+8%) in viewership and viewing time, followed by NETFLIX (+3%) and viu (+2%). The popularity of short video platforms continues to rise, with 39% of viewership on TikTok, followed by Xiaohongshu (28%) and bilibili (25%). 

Don't miss: Study: HKers spend more time watching videos on digital platforms and social in Q3

Back in Q3 2024, the total video content viewership in Hong Kong also increased after a decline in previous quarters, driven by growth in digital platforms and social media. 

The growth in viewing time was particularly notable among individuals aged between 45 and 49, whose weekly video consumption surged by 14.5 hours to reach 83.8 hours in total. This age group has also diversified their video preferences to include short video platforms such as Douyin, video streaming services such as iQiYi, and over-the-top (OTT) platforms such as Netflix and Disney+.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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