Patrick Frater Asia Bureau ChiefTikTok is gaining ground strongly on YouTube among audiences in Southeast Asia, a new study finds.
And the two ad-supported streaming giants took a bite out of premium subscription services’ market share in the April-June quarter.The quarterly report, “Southeast Asia Online Video Consumer Insights & Analytics” from Media Partners Asia, shows changing audience behavior as economies and consumers in the region slowly ease away from COVID restrictions.
While YouTube remains the market leader, accounting for 54% of all online video consumption in the region, TikTok gained 14 percentage points year on year, to claim a 37% share.
In the quarter, that meant YouTube had 224 million monthly active users in Southeast Asia, ahead of TikTok’s 173 MAUs. Premium video slipped from a previous 8% of audience time to 7% in a region with a paying subscriber base of 40 million.
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