Report: HK viewers see rise in interest in short-form video content

Hong Kong viewers have a growing interest in and spend more time viewing short-form content across platforms such as Instagram, Douyin and Twitter, according to a recent study by Omnicom Media Group (OMG).

Conducted by OMG, the Hong Kong video content viewing landscape study investigated Hong Kong residents (aged 18-59) who watched any video content on any free TV, pay TV or digital platforms from 23 March to 13 April. 

The total viewing time of short form video content by HongKongers have reached 86.1 hours over the past week. Over 70% of the viewing time is spent on digital platforms and social media. Digital platforms accounts for 38.8 hours (45.1%), followed by social media (23.6 hours, 27.4%), free TV (20.4 hours, 23.7%) and pay TV (3.3 hours, 3.8%). 

The report found that the top five platforms with highest viewing time in the past seven days were YouTube (1.6 hours), Facebook (8.7 hours), TVB (8.2 hours), Instagram (7.7 hours) and Viu TV (5.7 hours). Furthermore, platforms focusing on offering short-form video content such as Instagram, DouYin and Twitter are rising in popularity. While Douyin’s viewership has increased 10% from 23 March to 13 April, Instagram and Twitter’s viewership have increased by 8% and 5% respectively.

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Entering the post-pandemic era, viewership of OTT platforms continues to increase and consumers watch on different OTT platforms. The total viewing time of OTT platforms have reached a record-high 18 hours per week. Hong Kong residents are more open to watching and subscribing to multiple OTTs such as Now E, Amazon Prime and Apple TV+, not just market leaders like NETFLIX and myTV SUPER. Moreover, OTT subscriptions are becoming more popular, consumers subscribe to multiple OTTs. Consumers are more willing to pay for video content they are interested in.

When it comes to live streaming commerce, the report revealed that consumers are more interested in watching live streaming commerce in the future, especially among those consumers aged between 45 and 59.

"With the resumption of various economic activities, video consumption among Hong Kong people remains active. We see a rise in interest in short-form video content, and people are more open to subscribing to and watching multiple OTTs, implying Hong Kong video landscape is becoming more complex and competitive than ever,” said Nicole Cheng, insights director of OMG, Hong Kong.

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