Singaporeans are expected to increase their consumption of video streaming in 2022 because of the Covid-19 pandemic.
Some 39% of Singaporeans aged 18-24 will consume more video, while those aged 45-54 will consume more traditional media like live and non-live TV, according to YouGov’s “Global Media Outlook Report 2022”.
For the streaming of music, Singaporeans aged 18-24 are predicted to increase consumption in the year ahead (43%), while those who are 55 and above are least likely to do so (12%).
Meanwhile, 43% of Singaporeans aged 18-24 are video-on-demand subscribers and 52% subscribe to music streaming platforms. This is set to increase as well, as nearly one in ten of these young adults that currently do not subscribe to video streaming platforms are considering paying next year.
“Our report takes deep dives into the Watch, Listen, Read and Social channels of media consumption. As consumer media consumption patterns continue to evolve and adapt to the pandemic-caused disruption across different regions,” said Jules Newby, the sector head of media at YouGov.
“Our data sheds light on growth opportunities for media planners and brand marketers alike, whilst also revealing which digital trends are likely to stick around in the future, and which global markets and demographics are encouraging this stickiness.”