- Singaporeans are engaging with online video for nearly five hours a day
- Eight in ten Singaporeans (80 percent) have used online video to stay informed by live streaming speeches and press conferences during the pandemic – a trend expected to continue after Circuit Breaker and during the upcoming political campaigning period
The COVID-19 pandemic is impacting lives across the globe, forcing people to change how they work, learn, stay informed, exercise, connect with one another and access entertainment options.
Streaming is at the forefront of this new normal with Singaporeans now engaging with online video for an average of four hours and 47 minutes every day. One of the highest video consumption rates globally, according to a new global “How Video is Changing the World” report from Limelight Networks Inc., (Nasdaq: LLNW) that exposes the new ways online video supports our daily activities during and after the pandemic.
As Singaporeans spend more time at home, online video is enabling new forms of interactive entertainment to pass time. With traditional sports leagues on hold, one third (33 percent) of Singaporeans have had their first esports experience in the past few months. With other live events cancelled, 40 percent of Singaporeans attended their first virtual concert. Exercising has also gone virtual as workout facilities and gyms remain closed. In fact, 38 percent of Singaporeans have participated in an online fitness class and another 25 percent plan to do so in the next six months.
Additional insights from the report include:
- Online video fills the void of in-person social interactions. In Singapore, more than nine in ten (93 percent) use video chat to feel more connected with friends and family. This is higher than the global average of 89 percent.
- Remote work and professional development rely on online video. As the pandemic has forced consumers to work remotely, 94 percent of Singaporeans agree that online video equips them to maintain daily activities, higher than the global average of 79 percent. Of the 86 percent of Singaporeans that are working or learning from home, 27 percent say online video helps them better stay connected to colleagues and students and work more efficiently. Lastly, with 40 percent of respondents intending to attend a professional development class over the next year, Singaporeans are the most willing to use video-based courses to learn new skills, compared to just 24 percent globally.
- Consumers are using online video to access critical information. Eight in ten Singaporeans (80 percent) have used online video to stay informed by watching live stream speeches and press conferences during the pandemic – 43 percent have live streamed on news sites and 37 percent live streamed on social media. Globally, baby boomers aged 54 years and above (63 percent) are also live streaming news and information online.
- The pandemic has sparked an increase in telehealth. While just 14 percent of Singaporeans have recently met with their doctor virtually, this trend is expected to continue well beyond the pandemic with another quarter (27 percent) of Singaporeans planning to hold telehealth appointments in the next six months.
- The increased use of online video isn’t just a short-term trend. As new normal behaviours become established, video-based online classes are expected to become increasingly prevalent in the future. In fact, Singaporeans are leading the way globally in embracing online learning, with 92 percent expecting that people will continue to use video-based platforms to learn following the COVID-19 pandemic.
“The pandemic has pushed the bounds of online video. Applications such as remote collaboration, e-learning and telehealth, have been widely available for some time now. But today, they’re essential to continuing daily activities and professional development in the current environment,” said Edwin Koh, Regional Director, Southeast Asia at Limelight Networks. “Many people turned to online video to connect with others and maintain daily activities, but it won’t stop once quarantine is over. Our report emphasises that online video will remain an important part of our lives in the new normal.”
The “How Video is Changing the World” report is based on responses from 5,000 consumers ages 18 and older in France, Germany, India, Italy, Japan, Scandinavia, Singapore, South Korea, the United Kingdom, and the United States who watch one hour or more of online video each day.
The full report is available here.