Topline Finding Video on Demand in Indonesia

Video On DemandBrand New Concept of Watching

Popular Brand Index

Date: May 2016

Fieldwork Period : May 2016

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A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Last Used

5. Future Intention

6. Switching

7. Ratio Ever Used vs Brand Awareness

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A. Detail findings

1.1. Popular Brand Index Concept

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛

Additional Information :

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Scope and spread of brand.

• Last Used = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

One of the most important Assets of the company and represent identity of a company is the Brand."Brand or trademark is a name or symbol that is associated with the product/service and causepsychological meaning/association". In addition, the brand also as a promotional tools, so that a productwith certain brand would likely gain popularity or awareness in the community level that will affectconsumer behaviour in the community.

To determine organization performance we could see from development of the brand. W&S studybased on development of PBI (Popular Brand Index) concept which included community top of mind brand,expansive or spread of the brand, total purchase or last used of the brand, and consumer intention topurchase brand.

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A. Detail findings

1.2. Popular Brand Index Results (PBI)

Rank of Popular

VOD PBIIncidence

Rate

1 UseeTV 32.8

11.8%

2 Netflix 24.2

3 First Media Go 16.9

4 Hooq 13.8

5 Genflix 6.6

6 Iflix 1.1

7 Vuclip 0.2

PBI is obtained by the Internet sampling (Online Panel) and with samples of 1200 respondents inthe W&S database Indonesia (Nusaresearch). The results obtained for Video on Demand (VOD)Category with PBI concept is as follows:

UseeTV is a popular VOD site in Indonesia with a score of PBI 32.8. Followed by Netflix in secondpositioned with a score of PBI 24.2.

* Relative to respondents who used VOD sites in the last month (April)

5

A. Detail findings


2. Brand Awareness

3. Expansive

4. Last Used

5. Future Intention

6. Switching


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A. Detail findings

2. Brand Awareness

37.6%

21.3%

19.9%

14.9%

3.5%

1.4%

0.7%

0.7%

UseeTV

Netflix

Hooq

First Media Go

VOD MNC Play

Genflix

Iflix

Vuclip

63.1%

46.1%

31.2%

34.0%

27.0%

28.4%

7.8%

0.7%

11.4%

23.4%

7.1%

19.2%

18.4%

12.7%

8.5%

74.5%

69.5%

38.3%

53.2%

45.4%

41.1%

16.3%

TOM UNAIDED AIDED TOTAL AWARE (UNAIDED + AIDED)

n Sample : 141Total Multi responses Unaided : 238.3%

Total Multi responses Total Aware : 338.3% *Relative to respondents who used VOD in the last month

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A. Detail findings

2. Brand Awareness

To see the power of VOD sites can be measured by the level of knowledge of respondents to the site.From the results of the Top of Mind (TOM) or sites that remembered the first time and that brand comes tomind with spontaneously when speaking in the context of VOD are UseeTV (37.6%) followed by the Netflix(21.3%). Then Hooq (19.9%). It means, UseeTV, Netflix, and Hooq are a VOD sites that is very popular inIndonesia.

When looking unaided sites (VOD that spontaneously comes to mind of the respondents), apparentlyUseeTV (63.1%), Netflix (46.1%) and First Media Go (34.0%%). UseeTV and Netflix still dominate. However,when viewed from the aided or sites that respondents remembered after being given assistance (Showcard),Netflix (23.4%) and First Media Go (19.2%) were classified into the sites most often remembered by therespondents.

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A. Detail findings


2. Brand Awareness

3. Expansive

4. Last Used

5. Future Intention

6. Switching


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A. Detail findings

3. Expansive

n Sample : 141

33.3%

27.0%

17.0%

13.5%

4.3%

4.3%

0.7%

Expansive is the spread of sites that can beseen anywhere. In this study, UseeTV (33.3%),Netflix (27.0%) and First Media Go (17.0%) wasthe most often visible website in different places.In other words, UseeTV, Netflix and First Media Gomay have many users and many ads on TV,billboards, internet ads, etc.. Some cases arefound, Netflix very aggressive in social media.

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30.5%

24.1%

19.9%

18.4%

4.3%

2.8%

A. Detail findings

4. Last Used

Last Used is measured from the level of therespondents percentage who used VOD in the lastmonth (period : April).

UseeTV (30.5%), Netflix (24.1%) and FirstMedia Go (19.9%) are VOD sites that most visitedin the last month. This is one of the positive impactcaused by the awareness domination level.

n Sample : 141

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29.1%

25.5%

20.6%

16.3%

5.7%

2.8%

A. Detail findings

5. Future Intention

n Sample : 141

??

Future Intention measured by the percentageof respondents to the VOD sites which will bevisited in the future. Future intention percentage ismeasured by the Loyal respondents and Switchedrespondents.

As can be seen, UseeTV still at the 1st placeby 29.1% gain, Netflix at the 2nd place with 25.5%gain. Hooq (20.6%) are VOD sites that mostpotential and have a big opportunity to be visitedin the future.

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A. Detail findings


2. Brand Awareness

3. Expansive

4. Last Used

5. Future Intention

6. Switching


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Loyal57.4%

Switch42.6%

A. Detail findings

6. Switching

n Sample : 141

VOD Market Potential

n Sample : 60* Relative to respondents who will switch

From this research, apparently there are 42.6% of the141 samples will switch (current sites and future sites thatwill be visited are different).

From the graphics shows that Hooq predicted willacquire 48.3% users.

48.3%

16.7%

16.7%

8.3%

5.0%

5.0%

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A. Detail findings


2. Brand Awareness

3. Expansive

4. Last Used

5. Future Intention

6. Switching


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A. Detail findings


n Sample : 141

Ever Used

Total Awareness

High

Lower

Lower High

Netflix

Iflix

Genflix

Hooq

UseeTV

VOD MNC Play

First Media Go

The scatter shown, UseeTV, Netflix andFirst Media Go are VOD which have verygood awareness gain and the biggest user.Size of Bubble indicate ratio between EverUsed and Brand Awareness. If the size isgetting bigger, indicate the user increased.

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B. Respondent profile

Respondent Demography

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Gender

n Sample : 141

20 - 24 years old, 23.3%25 – 29 years old, 31.7%

30 years old and above, 45.0%

Age

Male, 65.0% Female, 35.0%

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Monthly Household Income

n Sample : 141

IDR 1,500,001 - IDR 2,500,000 | 10.0%

IDR 2,500,001 - IDR 3,500,000 | 10.0%

IDR 3,500,001 - IDR 4,500,000 | 13.3%

IDR 4,500,001 - IDR 6,500,000 | 18.3%

IDR 6,500,001 - IDR 8,500,000 | 10.0%

IDR 8,500,001 - IDR 11,000,000

| 21.7%

IDR 11,000,001 - IDR 20,000,000 | 8.3%

IDR 20,000,001 - IDR 30,000,000 | 3.3%

IDR 30,000,001 and above | 5.0%

Employee/ Officer, 40.0%

Entrepreneur/ Self

Employed, 23.3% Professional

, 10.0%University Student,

8.3%Housewife/husband, 5.0%

Freelancer, 5.0%

Not working,

3.3%Student,

3.3%

Army, 1.7%

Occupation

PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Webmarketing’. Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with varioussegmentations across Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

PT. Nusaresearch» Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480» Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365» Email: [email protected] » Website: http://nusaresearch.com/

The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs)of this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its websiteaddress http://nusaresearch.com).

Topline Finding Video on Demand in Indonesia

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