The Rise of Generation Z, and their Mobile TV Habits

Credit: D'Avila Studio

Nowadays, in this exciting, high tech, disruptive 21^st century era, regulated OTT services such as OONA – the YouTube of Television, are having a strong impact on the mobile TV industry, and rapidly sinking the pirates. OONA has particular prominence as it has found a unique way to cater to Generation Z, and all generations, by fulfilling every individual viewer's desires.

The Mobile First Way of Life

Millennials, the trendy up and coming youthful professionals in their mid-20s to mid to late 30s, are generally regarded as a major demographic for mobile phone products due to their AI smart phone extensions on their hands, and their disposition to spend money [1].

By the same token, Gen Z, the generation following the Millennials, that covers anyone between age 13 to 24, is following suit. This other media loving generation is progressively becoming a focal point for mobile operators as they either get an allowance or have available income from their first jobs; and frequently profit from not having to pay rent as they live their family's home, and drive their family's car [1].

Putting the Spotlight on Generation Z's Habits

Market research conducted in late 2017, by Pioneer Consulting Asia, the global management consultancy which specializes in media, telecoms and technology, in the South East Asia region, put the spotlight on urban online individuals so as to give a clear picture of Indonesians' digital habits along demographic lines. Here are some of the main results:

In Regard to Generation Z's 18-24 Age Group:

• “70% still watch free to air TV in Indonesia” [1].
• They are more likely to watch over 3 hours of content daily on their mobile phone than any other age group” [1].
• When it comes to mobile viewing, around two thirds of this demographic use their mobiles to watch music videos, while a third use their mobiles to watch sports [1].
• “The biggest percentage of: “18-24 year olds, 46%, are spending RP50k-100k on their mobile plans, with a sharp drop to 24% on higher amounts while 25-34 year olds are more likely to spend between Rp100k-250K” [1].
• And “43% of 18-24 year olds use paid mobile data to watch video” [1], which is only a little lower than the 47% the 25-34 year old group doing the same.

The OTT Mobile Revolution in Indonesia

Telkom Indonesia, one of the world's largest TELCOM companies, and the cutting-edge mobile TV platform OONA, understand they have to be tuned into this emerging generation’s digital habits, along with every other generation's habits, so they can deliver exactly what these users desire by tailoring services and products which align with their needs [1].Thanks to the forward thinking of the Directors at Telkom Indonesia, and the founder and CEO of OONA, leading digital stratigist, Christophe Hochart, who all share the same dynamic vision and drive to offer high quality free entertainment, a partnership was established in the autumn of 2017.

Hochart, a serial entrepreneur, masterminded the “genie in the app” service. - Step forward the amiable Siskabot, the World's First OTT AI Chatbot who has completely revolutionized the media ad space by delivering the content and ads that each individual user really wants. This demographic-specific AI chatbot, who appears live when the user has downloaded the OONA app, continually carries out her duties as an Ad Personaliser Manager.

Just like a real life counterpart, SiskaBot becomes a virtual friend, ready and waiting to chat and help 24/7. The regular discussions she has with the consumers help to determine exactly what sort of programs they enjoy watching, and what type of brand products and services they really love and would like to get for a good price. This, along with the users' behavior patterns and program choice preferences, provide excellent data collection and data architecture which in turn, optimizes ad targeting and delivers the best brand benefits to every single user.

And in addition to this, users are able to derive substantial benefits from a tcoin program; and the more they watch OONA's channels, engage in the app, chat and share with SiskaBot, other viewers, and friends, the more tcoins they can accumulate to redeem for branded goods and TELCOM products. The tcoins, which are shown in a virtual OONA wallet, achieve different statuses anywhere from Rookie to Master, depending on the number of points the user has acquired.

This first-class project which is a win-win scenario for the viewers, TELCOM company, channels and content owners, will give over 185 million Indonesians data free access to TV channels and entertainment live on their mobiles from 2018. Consumers will not have to pay anything, and they will no longer have to waste time trawling through pirate platforms, which are not likely to be there in the future.

The OONA OTT revolution is making life a lot of fun for generation X, generation Y, and every other generation in Indonesia, and is well on course to fulfill its company mission statement: “To make life fun for billions of people by providing Free Mobile TV.”

OONA is currently on course to serve billions of people in Asia, Africa, the Middle East, South America, the US and Europe with its free and premium options.

Reference

Pioneer Consulting Asia (2017). “What are the Video Viewing Habits of Gen Z in Indonesia?” Retrieved from http://www.pioneerconsultingasia.com/archives28.html Accessed 22 Dec. 2017.

Any enquiries can be made via the OONA website at: www.oona.tv