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YouTube and Facebook are beating out the local competition among digital video sites in Vietnam. According to a survey conducted by market research firm Q&Me in March 2017, almost all (97%) of digital video viewers ages 18 to 39 in urban areas of the country used Google’s YouTube. The next most popular site for online videos was Facebook, used by 54% of respondents. (Q&Me defined urban areas as Hanoi and Ho Chi Minh City for the purposes of its survey.)
Local digital video sites were not used nearly as much. Only 19% of those surveyed turned to Cliptv.vn to watch videos online, while just 9% relied on Xem.vn.
The appeal of YouTube and Facebook among respondents may lie in their offer of free content. Q&Me also found that just 12% of those polled had ever paid for digital video content. And a September 2016 poll of internet users in Vietnam ages 16 to 65 by Kantar TNS revealed that 71% of respondents watched free digital videos on a daily basis.
There appears to be a healthy appetite for digital video content among city residents in Vietnam. According to the Q&Me survey, more than one-third (36%) of respondents said they watched at least an hour of online videos daily.
US paid media ad spending will grow steadily in 2017, on the heels of a strong 2016 boosted by the Rio Olympics and the presidential election. A focus on mobile will fuel growth, pushing total media spend to more than $206 billion this year—a moderate increase of 6.1%.
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