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Vietnam’s media consumption grows strongly: YouGov

The Saigon Times

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HCMC – Media consumption in Vietnam has soared as people watched, listened, and surfed online more often in 2021, according to new research from YouGov, a market research and data analytics company headquartered in the United Kingdom.

The first-ever “Vietnam Media Landscape” report, based on interviews with 2,369 people across the country, also found that the growth in consumption continues to rise in 2022, with streaming and on-demand services shaking up the traditional media environment.

Over two-thirds of people used digital platforms such as social networks (69%) or websites and apps (66%) more often over the last 12 months. Meanwhile, around half streamed more music (49%) and read more newspapers or magazines either in print or online (47%).

Streaming services such as Netflix and Amazon Prime (41%) also became more popular over the last 12 months. However, traditional media channels such as live TV (36%) saw slower growth in 2021.

These trends are set to continue into 2022, with digitization driving growth in media consumption across platforms and channels. Catch-up TV and video-on-demand are set to be amongst the biggest winners, with a 10% rise compared to 2021.

However, there are significant differences between age groups when it comes to digital media consumption. Those born after 1997 – known as ‘Gen Z’ – are driving the growth in music streaming, with around half planning to stream more songs in 2022, around double the figure for “Boomers”, or those born before 1965. Meanwhile, people born between 1981 and 1996 – otherwise known as ‘Millennials’ – are behind the growth in video streaming.

The rise in digital media is also boosting the readership of print and online newspapers and magazines. Other than boomers, all age groups are predicting an increase in news media consumption in 2022.

However, in an ever-more crowded media marketplace, with a growing number of sites competing for consumers, traditional publishers face new challenges in attracting audiences and keeping them for the long term.

Commenting on the Vietnam Media Landscape report, Thue Quist Thomasen, CEO of YouGov Vietnam, said, “Vietnam’s media landscape has become stronger and more diverse over the last 12 months. Our data shows that consumers are watching, listening, and browsing more than ever before. Digitalization is driving this growth across a range of channels and platforms. However, different demographics are consuming different media – from podcasts to music and from news to video-on-demand.”

“Greater choice means greater competition. Thanks to digitalization, traditional media outlets are now pitted against new platforms for audience attention and market share. As such, publishers need to innovate to keep people entertained and engaged. That means understanding consumers’ preferences, attitudes, and behaviors to reach them with relevant content,” he added.

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