TikTok Surge in Southeast Asia Halts Premium Video Growth in First Half – Report
variety.comPatrick Frater Asia Bureau Chief Short-form video platform TikTok enjoyed a huge increase in viewership in the first six months of the year in Southeast Asia, contributing to a sudden halt to the overall growth of premium (SVOD) video, according to a new report.
Data from AMPD and analysis from consultancy firm Media Partners Asia show that TikTok is increasingly a major driver of viewership growth on mobile and web platforms in the region, responsible for over 70% of growth in streaming minutes over the past two years.
In the January-June period, TikTok captured 42% of video streaming minutes, a massive 20-percentage point increase over the first half of 2021 and a seven percentage point increase from the first half of last year.
While overall engagement is growing, TikTok’s rise has cut into the dominance of YouTube (-4%) and time spent watching premium VOD (-2%) year-on-year, according to the firms’ Southeast Asia Online Video Consumer Insights & Analytics report.
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