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[Market Report]

Is TV still important media for Vietnam?

How im

Executive summary

• Average TV that family has is 1.7 units• Younger, the ratio to depend on online video is higher• Movies, Music are common popular categories

regardless of the ages• 52% of the youth mentions that they watch TV less than

a year ago• 47% search online, 34% buy the products after seeing

TVCF• Youtube is dominantly popular

Survey profiles

Male; 52%

Fe-male; 48%

Gender

Up to 5,000,000 VND

5,000,001 - 7,500,000 VND

7,500,001 - 10,000,000 VND

10,000,001 - 15,000,000 VND

15,000,001 - 20,000,000 VND

20,000,001 - 25,000,000 VND

25,000,001 - 30,000,000 VND

30,000,001 - 40,000,000 VND

40,000,001 - 50,000,000 VND

50,000,001 - 70,000,000 VND

70,000,001 - 100,000,000 VND

More than 100,000,000 VND

0% 5% 10% 15% 20% 25% 30%

Family income

10's

20's

30s

40's

0% 5% 10% 15% 20% 25% 30% 35% 40%

Age group

Full-time employment

University student

High school student

Self-owned business

Freelancer

Part-time employment

Unemployed

Others

Full time homemaker‐

0% 5% 10% 15% 20% 25% 30% 35% 40%

Employment type

TV ownership

1.7 unit

1.5 unit

Average TV ownership in Vietnam

Single

1.9 unit

Married

The average TV ownership is 1.7 unit. Married has more TV unit than singles

Dependency on TV

Only TV Both (TV more) Both (Online more) Online online video0%

10%

20%

30%

40%

50%

60%

23%

46%

27%

4%

26%33% 35%

7%13%

25%

45%

17%16%

28%

50%

6%

TV / online behavior

40/50's 30's 20's 10's

Younger, the ratio to depend on online video is higher

Behavior of watching TV / online video

TV (weekday) TV (weekend) Online video0

0.5

1

1.5

2

2.5

1.5

1.9 1.8

1.2

1.6

1.8 1.6

2.1

1.4

1.7

2.2

1.4

10's 20's 30's 40's

Time on spending online video is more than TV for the youth

Average of “Q: How long do you watch TV (weekdays), TV (weekend), online video?”

Popular TV program categories

Weekday Weekend

Movies, Music are common popular categories regardless of the ages

Importance of TV

My m

ain entertainment

My f

amily m

ain entertainment

Entertainment f

or my k

ids0%

10%

20%

30%

40%

50%

60%

70%

38%

48%

6%

27%

46%

5%

35%

47%

20%

31%

63%

19%

10's 20's 30's 40's

TV is considered as family entertainment than individuals

I do not w

atch TV alth

ough turn

ing it on

I check

intern

et while

watch

ing TV

I could liv

e with

out TV

0%

4%

8%

12%

16%

20%

14%

10%11%

17%

13%

19%18%

15%14%

15%

8%10%

10's 20's 30's 40's

TV behavior compared with before

I watch TV as much as

before

I watch TV more than

before

I watch TV less than before

I did not watch TV

before and now

Others0%

10%

20%

30%

40%

50%

60%

10's 20's 30's 40's

“I watch TV less than before”

The youth get away with TV more than the elderly

Yes; 52%No; 48%

Yes; 34%

No; 66%

10’ & 20’s 30’ & 40’s

Behaviors after watching TVCF

Yes; 47%No; 53%

I have searched online af-ter seeing TVCF (in last 30

days)

Yes; 34%

No; 66%

I have bought things after seeing TVCF (in last 30

days)

47% search online, 34% buy the products after seeing TVCF

Popular online video channel

Youtube

Zing TV

nhaccuatui.com

VTV streaming site

VTC streaming site

Hay Hay TV

Others

HTV streaming site

tructiepbongda.com

xemtruyenhinh.net

0% 10% 20% 30% 40% 50% 60% 70% 80%

76%

32%

23%

19%

14%

14%

13%

12%

10%

9%

Youtube is dominantly popular

Places and devices to watch online video

Place Device

Home76%

Internet cafe22%

Office19%

Notebook67.3%

Smartphone67.0%

Tablet21.0%

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