Survey: Netflix the most popular streaming platform among new HKers

With an increase of new arrivals from China to Hong Kong, “New Hongkongers” align more closely with local media habits than expected, with Netflix and YouTube being the most popular streaming services among the group, according to an exclusive OMG survey. 

The "New Hongkongers Survey 2024" conducted by OMG Hong Kong examines new Hongkongers’ media habits and consumption patterns. The target demographic included individuals aged 18 and above who were born and brought up in Mainland China and have moved to Hong Kong after 1997 and with at least three-year stay with maximum potential income more than HK$20K or MHI more than HK$30K.

The survey found that nearly three of four (76%) new Hongkongers reported watching TVB in the past week, with 84% of them having resided in the city for three to six years. TVB is also said to be particularly popular among older segments and those from Guangdong province compared to other regions in China. This suggests a closer alignment with the content, as these viewers speak Cantonese. 

Meanwhile, 43% of the respondents watched ViuTV in the past week, with 50% of them having lived in the city for three to six years, and the channel is particularly popular among the 30-39 age group. 29% of the surveyed respondents watched HOY TV (29%) in the past week, followed by NowTV (17%), RTHK (17%), and Phoenix (16%).

OTT platforms

As for OTT and video streaming platform services, surprisingly, international platforms such as Netflix, which are unavailable in China, are ranked as the top (31%) streaming services among new Hongkongers, with usage more than double that of other competitors such as Disney+ (16%), Tencent (17%), YouKu (11%) and iQiYi (9%). However, it is still less than local viewership on OTT platforms, with 45% of Hongkongers turning to Netflix and 30% watching content on Disney+.

Furthermore, Netflix (38%) and Disney+ (20%) are more popular among younger audiences from the 18-29 age group whereas the 30-39 age group is more likely to watch YouKu (16%) and iQiYi (14%) in the past seven days. Local channel myTV Super (17%) is well liked among the older generations, whereas Tencent is equally popular among the 18-29 and 30-39 age groups (19%). 

On the other hand, 57% of new Hongkongers currently subscribe to OTT or streaming platforms, with Netflix's (42%) subscription rate being on top of all other platforms, including Disney+ (22%), Tencent Video (11%), Apple TV+ (9%), myTV Super (9%), iQiYi (9%) and Youku (7%). Younger generation is more willing to pay and subscribe to Netflix and Disney+, with 52% of the respondents aged between 18 and 29 having subscribed to Netflix, whereas 37% of the younger respondents having subscribed to Disney+.

New Hongkongers coming from non-Guangdong provinces are more likely to subscribe to OTT or streaming platforms, with 50% of them having subscribed to Netflix, followed by Disney+ (28%) and Tencent Video (17%).

YouTube the most popular streaming service

A similar pattern can be observed across online video platforms. According to the survey, 87% of respondents watched YouTube in the past week, surpassing Chinese platforms such as Douyin and Bilibili, and this is the case even among the younger age groups. While YouTube is for all ages, Douyin and Bilibili are more popular among younger segments.

Facebook has emerged as the most popular social media platform among new Hong Kong residents, with 72% of usage over the past week, followed by Xiaohongshu (60%) and Instagram (59%). The popularity of Facebook is on par with locals (78%). However, Xiaohongshu is acknowledged as a source of more diverse content, implying that it may emerge as the dominating platform in the future. For people who have been in the city for less than seven years, Xiaohongshu remains a popular choice.

Overall, new Hongkongers spend slightly more time watching content through short video or video sharing platforms (13.8 hours), followed by free or pay TV (12.5 hours) and OTT or video streaming platforms (10.9 hours).

Younger generations are heavier video viewers and spend more time on video sharing (40%) and OTT or streaming platforms (36%). Although local (24%) and Chinese (20%) dramas are top preferred video content , travel-related, social commentaries and Western movies are also popular video content among them.

Instant messaging

WhatsApp holds a dominant position in Hong Kong, boasting a 94% usage rate. It is the favoured choice over WeChat for both professional and personal communication. Significantly, there is a growing tendency of WhatsApp usage among those who have lived in Hong Kong for longer periods. People who have resided here for seven years or longer exhibit an even higher usage percentage, which indicates more extensive familiarity with local communication habits.

New Hongkongers are ready to embrace local platforms as a means of understanding and integrating into the culture. This gives a unique opportunity for marketers to explore generating or collaborating on material that promotes local culture, said the report. "Utilising foreign content can be an effective method to connect with this demographic, particularly among individuals with greater AUM or overseas study experiences."

Related articles:

Study: HKers spend more time watching videos on digital platforms and social in Q3
Survey: HKers shift from watching videos on digital platforms to social media