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Netflix: Television is still the primary viewing device for consumers in Asia Pacific

By Yrda Veanssa Sy Fernandez - on 3 Nov 2017, 11:51am

Netflix: Television is still the primary viewing device for consumers in Asia Pacific

In today’s generation, all-episodes-at-once has quickly become ubiquitous, what else will consumers want out of their entertainment experience in the future? Netflix, the world’s leading Internet entertainment service, believes that while consumers access their favorite TV shows and films across a number of electronic devices in the age of streaming, the television still endures as the primary viewing device for consumers across Asia Pacific.

“As entertainment shifts online, consumers are discovering that they have more control over their viewing experiences than ever before. What they’re looking for today is a choice, quality, and greater flexibility, and these demands are driving new trends that are shaping the future of entertainment,” said Chris Jaffe, Vice President of Product Innovation, Netflix.

With the pivot toward contextual entertainment, streaming on TV devices has grown with 48% of Netflix viewing hours in the Philippines and 61% across Asia Pacific with connected TVs lead the charge. This is followed by media streaming devices such as Apple TVs, Rokus, Chromecasts, and game consoles like Xboxes and PlayStations. Even the evolving set top box has become a popular choice for Netflix members in the region.

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Despite increasing mobility, the TV remains the enduring centerpiece of the consumer’s entertainment experience with the shift from the linear to connected world. Consumers today are now discovering a new world of entertainment in their homes on connected TVs. Across the Asia Pacific region, Netflix finds that while majority of membership signups are through mobile devices and laptops, consumers move on to discover the connected TV experience. Within six months of subscription, forty-one percent of accounts’ primary viewing device in the Philippines and 60% in Asia Pacific become connected TVs. Innovation in TV technology is also driving audiovisual entertainment experiences right in consumers’ homes.

“People have always enjoyed watching TV and this won’t change anytime soon. The beauty of connected TVs is that they’re able to exploit the best part of the conventional linear TV experience, while leveraging all of the benefits of connected technology. Consumers can now enjoy big screen time at home that is personalized to their unique tastes and preferences, on-demand, immersive and interactive. As consumers discover it with Netflix, the more they love their connected TV experience,” said Jaffe.