Case Studies on YouTube-based Anime Distribution Model in Southeast Asia KuroCon vol. 2 | September 27, 2020 Jay Agonoy jayagonoy.xyz @JayAgonoy on Twitter anchor.fm/keepsakes
To be discussed ● The introduction of the YouTube-based legal anime streaming model in Southeast Asia ● Viewer sentiments regarding this model ● How this can be applied in other countries
The Challenge Viewers resort to clone sites How to drive anime fans to watch through legal means? How can the YouTube model help in decreasing patrons of anime piracy?
MUSE Asia ● Diary of our Days at the Breakwater ● Lapis Re:LiGHTs ● That Time I Got Reincarnated as a Slime ● A Sister's All You Need ● Monster Girl Doctor ● The Ryuo's Work Is Never Done! Socialblade SG: #3 in top 250
VS Other platforms Brand A Advantage: Anime streaming on its own platform (free) Challenge: Available only in Singapore Brand C Advantage: Worldwide name in anime streaming Challenge: Limited titles per region Brand I Advantage: Anime streaming on its own platform Challenge: Limited titles on its platform Brand N Advantage: Widest lineup of anime titles Challenge: Needs a subscription to access library
Independent Survey Duration: September 11 to September 22, 2020 Location: Countries in Southeast Asia (conducted online) Respondents: 191 Majority of Participants: - 18-25 years old - Male - Philippine residents - Margin of Error: 7%
Demographics 70.7% Country Philippines 26.2% Indonesia 7.9% Malaysia 1.6% Vietnam 0.5% Singapore 0.5% Thailand Gender 76.4% Male 18.3% Female 4.2% Prefer not to say 0.5% Nonbinary 0.5% Attack Helicopter 58.6% Age Range 18-25 34.6% 26 above 6.8% 12-17
Questions asked 1. Where do you watch anime? 2. Are the following services available in your country? a. YouTube / Brand N / Other Legal Streaming Sites 3. Have you watched anime on the following YouTube channels? a. MUSE Asia / Ani-One 4. What is your impression of legal anime streaming on YouTube? 5. How satisfied are you watching legal anime on YouTube? 6. Will you support legal anime streaming through the YouTube platform?
VS Other platforms Aniplus Asia Advantage: Anime streaming on its own platform (free) Challenge: Available only in Singapore Crunchyroll Advantage: Worldwide name in anime streaming Challenge: Limited titles per region iflix Advantage: Anime streaming on its own platform Challenge: Limited titles on its platform Netflix Advantage: Widest lineup of anime titles Challenge: Needs a subscription to access library
26.7% Watch anime on other legal streaming sites (Brand I, Brand C) * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
78% Watch anime on YouTube (MUSE Asia / Ani-One) 67.5% Still watch anime on illegal streaming sites * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
92.7% of respondents said that MUSE Asia / Ani-One on YouTube are available in their country * Results of an independent survey of 191 respondents from Sept. 11 to 22, 2020
72.3% of respondents said that Netflix is available in their country * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
53.9% of respondents said that Other Legal Streaming sites (iflix, Crunchyroll) are available in their country * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
92.7% of respondents said MUSE Asia / Ani-One on YouTube is available in their country 78% of respondents watch anime on MUSE Asia / Ani- One YouTube channels * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020 Recap 3 out of 4 people who can access legal anime on YouTube watch there
70.7% watch anime on MUSE Asia 53.9% watch anime on Ani-One * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020 1 in 4 people have not yet watched anime on both channels
Q4. What is your impression of legal anime streaming on YouTube? * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020 Praise (Positive Reaction) Concern (Negative Reaction) Suggestion Optimism Others Divided into Five Categories
Q4. What is your impression of legal anime streaming on YouTube? “It's provided anime enthusiasts a "better" way to watch anime. [...]” “Please give us more. We wouldn’t need to resort to illegal means if more anime were available to us.” “Better than I imagined, I thought there would be a week's worth of delay but they upload the episodes same day as it has been broadcasted in Japan. [...]” “[...] streaming in YouTube is very convenient to those people who don't have Wi-Fi or enough load (data package) to watch anime, [...]” “I feel safe from viruses” * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.
Q4. What is your impression of legal anime streaming on YouTube? “I kind of like it cause there are latest anime there, but not all of it, so I have to find other streaming sites same with old anime I wanted to watch.” “It is limited, not everything is aired on legal streaming services, hence the reason why I tend to go to illegal websites” “Should have been as big as KissAnime's catalog so we won't have a problem but eh...YouTube's COPPA and other sh*tty ToS and per-country content laws… ¯\_(ツ)_/¯” “They could be a good way to fight the piracy problem in SEA fandom. Normally, they don't really think that much about video quality as long as it's watchable. However, I'm not sure that this move is really that profitable for the distributor.” * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.
Q4. What is your impression of legal anime streaming on YouTube? “Really good. A few more airing titles would be nice, but we're slowly getting there.” “Would be a good idea, but subtitles would be needed. Since YouTube removed community captions a few weeks ago, it means that the uploader needs to provide subtitles.” “[...] Hopefully they can find a good monetization model so it can be sustainable, like merchandising and such. It actually helps some anime to have a bigger audience reach and potential rather than buried in the seas of seasonal anime.” * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.
Q4. What is your impression of legal anime streaming on YouTube? “[...] I would love to see what will happen next for MUSE & Ani-One to showcase more animés available on YouTube for Free (yes it’s obvious) in the future.” “The SEA region is rarely seen by licensees to broadcast anime, so we need someone (who can attract their attention) so we can watch anime legally. The arrival of legal anime on YouTube indicates that there is still hope for the SEA region to watch anime legally.” “This is actually a good move. Access has always been the reason behind the need of consumers for illegal access to animation shows. Hopefully, legal anime streaming can reduce the need for illegal sites.” * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.
Q4. What is your impression of legal anime streaming on YouTube? “I am actually not aware, but if they do exist, I might stop watching on KissAnime. I don't need to enlarge my thing, KissAnime. Just give me my anime.” “It’s good because finally those who work in the anime industry will be compensated hopefully for the amount of task they do.” “Helps people who can't afford to pay on streaming websites. I can imagine (a part of) monetized videos from anime YouTube channel goes to the creator while some part goes to the uploader.” “I think it’s a great benefit that people can license these episodes and stream them. If I remember correctly, they are only available for a limited time so I think that is appropriate. It is similar to how some plays, concerts and other stuff are available for free at a certain time.” * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020. Responses are edited for brevity.
Q4. What is your impression of legal anime streaming on YouTube? * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020 Praise (Positive Reaction) Concern (Negative Reaction) Suggestion Optimism Others 58.12% 16.23% 14.14% 6.28% 6.28%
14.66% Detractor (1-6) 34.03% Passive (7-8) 50.79% Promoter (9-10) Net Promoter Score * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
99.5% of respondents said they will support legal anime streaming through the YouTube platform * Results of an independent survey of 191 respondents in Southeast Asia from Sept. 11 to 22, 2020
What’s next? The YouTube model works in mitigating anime piracy Some of Japan’s animators are working on making classic, family-friendly anime available worldwide
What’s next? The YouTube model works in mitigating anime piracy Some of Japan’s animators are working on making classic, family-friendly anime available worldwide Monetization: Ad Revenue / Superchats / Super Stickers
There are still many opportunities for distributors to provide legit anime sources that people can enjoy and at the same time turn them away from piracy
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