How did Indonesians and Filipinos pay for their VOD Subscription? Business and Marketing Communication Perspectives
DOI:
https://doi.org/10.62486/agma2025373Keywords:
Consumer Behavior, Digital Marketing Strategies, Financial Inclusion, Payment Method, Video on DemandAbstract
The expansion of Video-On-Demand (VOD) services in Indonesia and the Philippines has altered media consumption behaviours, resulting in heightened interest in comprehending customer payment methods for these subscriptions. As VOD platforms broaden their scope, examining payment methods provides essential insights into consumer behaviour and the fundamental elements that shape payment preferences. This research employed a quantitative survey methodology, collecting data from 1,000 participants in Indonesia and the Philippines. The selected cities comprised Jakarta, Medan, Surabaya, and Bali in Indonesia, as well as Metro Manila, Metro Cebu, and Davao City in the Philippines. The survey evaluated users' preferred payment methods for VOD subscriptions, including credit/debit cards, mobile wallets, and bank transfers. Initial data indicate a significant inclination towards mobile wallet payments, especially in Indonesia, where 45% of participants identified this as their preferred option. In the Philippines, conventional credit and debit cards are favoured, with 38% of participants opting for this method. These observations indicate that VOD service providers must modify their payment structures to meet local consumer preferences. By incorporating several payment choices, marketers can improve client acquisition and retention, ensuring that payment methods do not hinder subscriptions. Comprehending payment behaviour will be crucial for enhancing marketing tactics in the changing digital environment of Southeast Asia.
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ISSN: 3046-4048
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Copyright (c) 2025 Daniel Susilo, Ririt Yuniar, Emeteria B. Dalisay, Guellica Agnesia Claudia Thanos, Toong Hai Sam (Author)
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