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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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