FPT Play achieved the No. 1 position in Total Entertainment Discussions in Vietnam

51.3% of discussions about FPT Play originated from non-owned channels. This statistic, according to Q&Me, demonstrates the willingness of users and audiences to engage and share opinions and comments about the brand or its entertainment products.

The market research firm Q&Me has recently published a report on the Share of Voice (SOV) of brands within the TV segment on social networks. The report highlights that FPT Play has secured the top position in SOV on social networks in 2023.

SOV is a vital marketing metric that assesses brand awareness and customer engagement compared to competitors. This metric reveals how much a brand influences conversations within its industry.

FPT Play 'overwhelms' on social networks

According to data from Q&Me, in 2023, FPT Play achieved a total interaction of 66.1 million units across all platforms. Among television brands in Vietnam, FPT Play led with 272,296 posts, significantly surpassing competitors in the industry. Additionally, FPT Play garnered the highest number of comments, totaling 2.8 million units. Moreover, FPT Play ranked among television brands in the top 3 for likes, shares, and views.

As a result, FPT Play dominated the SOV in the entertainment segment with nearly 3.4 million units, accounting for 38.3%.

Most of FPT Play's SOV primarily occurred in the first half of 2023, with the first quarter contributing the highest rate of 36.1%. In the Movies category, the posts generating the most interactions originated from the "Mot Phim Hoa Ngu" page. Notably, meme posts from the "Mot Phim Han" page have sparked numerous positive comments, with viewers actively engaging through comments and tags.

Notably, 51.3% of discussions about FPT Play originated from non-owned channels. This statistic, according to Q&Me, demonstrates the willingness of users and audiences to engage and share opinions and comments about the brand or its entertainment products.

Facebook emerges as the primary hub for active interactions about FPT Play, tallying 2.6 million units. It is also the platform where discussions sourced from non-owned channels hold a significant share of 55.2%. Particularly noteworthy are pages such as Do Kim Phuc, the Kplus Sports community page, and Troll Bong Da, which regularly updates followers on FPT Play's broadcast schedule. This underscores the organic "viral" appeal of FPT Play, attributed to its engaging content.

TikTok is another prominent channel driving SOV about FPT Play, with 62.7% of conversations originating from non-owned channels. Conversely, YouTube stands out for hosting discussions primarily from owned channels, with an impressive proportion of nearly 93%, predominantly fueled by the FPT Bong da channel.

As highlighted in Q&Me's report, FPT Play fosters extensive discussions and leads in positive sentiment compared to the broader industry trend.

Positive brand endorsements, such as "watch on FPT Play, download FPT Play," comprised 55.1% of the SOV. Moreover, there is a relatively high positive inclination toward intentions to engage/purchase the service.

FPT Play's appeal: Top-tier football matches and an extensive online movie store

Prior to Q&Me's report, findings from The Connected Consumer report by Decision Lab and Mobile Marketing Association Vietnam (MMA) highlighted FPT Play as the leading Vietnamese entertainment platform for online movie streaming across all age groups. Additionally, according to YouNetMedia, FPT Play stood out as the premier broadcaster for top-tier matches.

Q&Me's report underscores FPT Play's dominance in sports, with discussions totaling 1.9 million and a staggering 93.9% of SOV. This significant figure far surpasses that of its rivals. FPT Play's extensive portfolio includes broadcasting rights for major global sports events such as the NBA, V.League, and, notably, the UEFA Champions League – one of the most prestigious football tournaments worldwide.

FPT Play is also the sole brand garnering positive discussions regarding football commentators.

FPT Play holds the second position in the movie or game show segment, contributing to its overall top-ranking position in total SOV. Popular movies like "The Glory" or "Taxi Driver" on FPT Play generate significant engagement.

Moreover, the platform avoids negative discussions concerning film aspects like subtitles or dubbing.

According to Q&Me, FPT Play could enhance its product experience satisfaction by improving quality. Additionally, there's a need to improve the content and speed up the process of creating sports highlight videos.

FPT Play aims to bolster its entertainment offerings in the upcoming period, emphasizing the creation of original content tailored to the preferences of the youthful demographic in the market. Customers can explore a diverse range of compelling entertainment content by visiting fptplay.vn.