October marked the 100th anniversary of the Walt Disney Company. Founded by brothers Walter Elias Disney and Roy Oliver Disney as an animation studio in Hollywood, Disney is today a multinational entertainment behemoth with its own theme parks, cruise liners, computer games and streaming service.
The conglomerate entered Singapore’s OTT streaming market in February 2021 with the launch of Disney Plus (Disney+) – a video on-demand subscription service for films and TV shows from Disney, Marvel, Pixar, LucasFilm and National Geographic.
Two years on, how popular is Disney+ in Singapore compared to rival platforms Netflix and Amazon Prime Video – and which video streaming service has the most satisfied subscribers? Additionally, what are the top factors deterring prospective OTT subscribers in Singapore from signing up today?
Which video streaming platforms are most popular among Singapore consumers in 2023?
Latest data from YouGov Profiles reveals that Netflix is, by far, the most popular video streaming service in Singapore today: over one in three (36%) consumers are subscribers.
The next most popular platform – at some distance – is Disney+ which one in in six (17%) consumers are currently subscribed to.
Among local video streaming platforms, Singtel TV (11%) and StarHub TV (10%) are neck-to-neck, with around one in ten consumers indicating they are subscribers.
Meanwhile, less than one in ten consumers in Singapore are currently subscribed to Amazon Prime Video (9%), Viu (5%) and Apple TV+ (3%).
Which video streaming platforms in Singapore enjoy the highest subscriber satisfaction levels?
When it comes to customer satisfaction, however, the race is much closer. Netflix boasts the largest proportion of contented customers, with over four in five (83%) subscribers saying they are satisfied with the service.
Disney+ (74%) and Amazon Prime (73%) have the next highest satisfaction rates, with close to three-quarters of subscribers identifying as satisfied customers.
Consumer satisfaction with Viu (68%) is relatively lower – but still largely positive – with over two in three subscribers saying they are satisfied, ahead of satisfaction with Apple TV+ (61%) and SingTel TV (60%) services are around three in five.
Meanwhile, marginally over half of StarHub TV (56%) subscribers say they are satisfied customers.
What are the top factors deterring Singapore consumers who don’t have an OTT subscription from signing up?
When consumers who don’t currently have a streaming / PayTV subscription were asked why, more than one-quarter cite not being TV watchers (28%) and finding the costs of streaming subscriptions too high (27%) as key reasons.
Around an eighth point to having difficulty finding what they want to watch (13%), the next most common factor, ahead of poor viewing quality/experience (7%) and poor or no internet connection (6%) as barriers to taking up a video streaming subscription so far.
This article is part of a series exploring how various OTT video streaming services/platforms in key APAC markets compare in consumer popularity and subscriber satisfaction. Read our companion articles on the video streaming landscape in Australia and Thailand below.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Australia is nationally representative of all adults (18 years or older), and weighted by age, gender, and region, and reflect the latest Australian Bureau of Statistics (ABS) population estimates. Profiles data for Singapore is nationally representative of all adults (18 years or older), weighted by age, gender, and ethnicity, and reflect the latest Singapore Department of Statistics (DOS) estimates. Profiles data for Thailand is representative of the adult online population (18 years or older), and weighted by gender, age, region and monthly household income, and reflect the latest National Statistical Office of Thailand (NSO) population estimates. Learn more about Profiles.
Cover Photo by MTStock Studio