SINGAPORE: Consumers in the city-state were mostly satisfied with local media services, with a 76.6 per cent satisfaction rate in a study by the Media Development Authority (MDA). This is up from 75.7 per cent in 2014.
The results of the Media Consumer Experience Study, which polled 2,000 Singapore citizens and Permanent Residents aged 15 to 65 between October and December 2015, were revealed on Thursday (Jul 14).
Satisfaction with content classification standards rose to 74.1 per cent in 2015, from 72.4 per cent a year earlier, according to MDA.
The study also found that in 2015, respondents typically spent 17.4 hours per week watching Mediacorp channels, which remained the top media activity. This was followed closely by viewing media via websites and apps, at 17.3 hours per week.
The subscription rate of Pay TV services saw a slight decline to 68.2 per cent in 2015, from 69.3 per cent in 2014, according to the study, while a total of 99.1 per cent of respondents who watched Mediacorp TV watched the platform at least monthly.
"I would like to think that, increasingly, our broadcast and media industry also evolved to take on competition, to take on the challenges of having competition today such as Over-The-Top content and others," said Mr Zaqy Mohamad, chairman of the Government Parliamentary Committee for Communications and Information.
"The strategy among our broadcasters seemed to have worked, in terms of focusing on local content, higher quality local content and improving production capabilities," he added.
MOST DO NOT PAY FOR ONLINE VIDEO CONTENT
MDA also conducted an Over-The-Top (OTT) Video Consumer study, aimed at providing an insight into OTT video usage patterns, viewing preferences and habits among consumers.
OTT refers to the delivery of content to local consumers via the Internet, onto Internet-enabled devices such as smartphones, tablets and connected TVs.
The study, which polled 2,585 Singaporeans and Permanent Residents, found that 89 per cent of millennials - those aged 15 to 34 - have watched online videos, while 54 per cent of total respondents have done so.
Younger viewers spent a greater proportion of their viewing time on online videos compared to traditional TV, according to the study. For instance, children spent 65 per cent of their viewing time watching online videos and millennials spent 61 per cent of their viewing time on online videos. As for adults aged 35 to 54, only 48 per cent of their viewing time was spent watching online videos, while those aged 55 and 65 spent 43 per cent of their viewing time doing so.
The study also found that only 11 per cent of adult OTT viewers paid for online videos, and 67 per cent of those who paid did so on top of their existing pay TV subscription and made no changes to their pay TV subscription, MDA said.