News Flavours: Delving into the Content Tastes of Southeast Asian Audiences
Introduction
In Blackbox’s recent research collaboration with ADNA, we sought out the diverse perspectives of more than 9,000 respondents across Southeast Asia, peeling back the layers of news consumption trends in Singapore, Malaysia, Philippines, Thailand, Vietnam, and Indonesia. Our comprehensive analysis uncovered many multifaceted factors that entice Southeast Asian audiences to news stories, casting a spotlight on preferences, generational nuances, and distinctive national tendencies that drive engagement and attention.
Diverse Preferences in News Stories
When participants were probed about their inclinations and predilections in regard to news stories, a myriad of intriguing findings emerged. More than one in four (26%) of Southeast Asian respondents voiced a distinct preference for news stories labelled as "live/current today", underscoring a keen thirst for current affairs. However, beneath this overarching trend lay diverse national proclivities. Notably, Singaporeans displayed a strong affinity for current affairs, with 42% of respondents choosing this option. Indonesians were closely aligned, with 32% selecting the same option.
"Fun and entertaining" news stories emerged as an equally popular choice, resonating with 26% of respondents throughout the Southeast Asian sample. This category enjoyed a strong foothold among various countries, including Thailand (37%), Philippines (31%), Vietnam (26%), and Malaysia (23%).
Yet, perhaps the most intriguing revelation from the survey was the influence of generational disparities on news consumption preferences. Among the youngest age bracket, aged 15-24, two in five (39%) indicated a preference for "fun and entertaining" news, a sentiment closely mirrored by 25-34-year-olds (36%). However, as age advances, a discernible shift emerges. Respondents aged 35-49 exhibited a clear preference for "live and current" news, with a considerable 35% resonating with this category. This was even more pronounced for those aged 50 and above, with two in five (40%) favouring current affairs over all other news categories.
Desire for Swift Digestibility
Interestingly, our findings showed that a notable 15% of Southeast Asian respondents held a penchant for news stories that could be swiftly consumed within the span of 60 seconds. This preference varied across the region, with Thais (25%) most in favour of this micro-form news content.
When delving into specific demographic considerations, among the younger audience aged 15-34, this craving for swift digestibility surfaced as the second-most desirable trait, with one in five (20%) of respondents from this demographic aligning with this preference.
The Quest for Informative Depth
The survey underscored another notable facet in news consumption trends: a keen interest for "Informative/In-depth" news stories, chosen by 14% of Southeast Asian respondents and underscoring a desire for substantive content that delves beyond surface-level narratives.
Willingness to Challenge Authority
An intriguing thread that emerged from the survey was the audience's inclination toward news stories that adopt an opinionated and critical stance toward influential figures, including governments, politicians, and corporations. Although not a substantial percentage, 13% of Southeast Asian respondents expressed a preference for news stories that are unafraid to scrutinize and critique powerful figures and institutions. This sentiment resonated most strongly among Thais, with more than one in four (27%) choosing this category.
Visual Appeal and Balanced Reporting
Our study illuminated that 12% of Southeast Asian participants held an affinity for news stories presented in visually engaging formats, such as videos and graphics. Additionally, a similar percentage expressed a preference for "objective reporting," emphasizing the audience's yearning for narratives that are impartial and free from bias. Notably, this preference for objective reporting was among the least favoured options for Singaporeans, selected by only 5%.
Staying Tuned into the Region’s News Preferences
Our exploration into news consumption trends across Southeast Asia has unveiled many fascinating findings that hopefully help inform media organisations as they chart new paths for news content creation, production and distribution that meet the nuanced and evolving desires of their diverse audiences.
From the varying appeal of numerous content categories, to the influence of generational differences and the intrinsic cultural differences in content preferences between countries, news producers in Southeast Asia have a devilish mosaic of factors to consider when developing content strategies. Immediate and expedient insights into the tastes of their audiences will only become ever more critical to mitigate such challenges and unveil new opportunities.
This is the latest piece in an ongoing content series on media consumption habits and preferences in Southeast Asia. For assistance in devising a strategic vision that aligns with your media outreach goals, reach out to us at connect@blackbox.com.sg