YouTube, Facebook Are Favorite Video Sites Among Vietnam's Urban Residents - eMarketer
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YouTube, Facebook Are Favorite Video Sites Among Vietnam's Urban Residents

Local competitors trail by a large margin

April 3, 2017 | Video | Advertising & Marketing

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.)

Digital Video Sites Used by Digital Video Viewers in Urban Vietnam*, March 2017 (% of respondents)

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.

Ben Clague

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