As Connected TV (CTV) adoption surges across the Asia-Pacific region, a new study by Omnicom Media Group APAC (OMG APAC) is redefining how advertisers approach streaming audiences. Titled “Connecting Connected TV”, the research offers fresh insights into not just what people are watching, but how, when, and with whom—and why these factors are crucial to building effective campaigns in an increasingly fragmented digital world.
Conducted in late 2024 in collaboration with CINT and supported by insights from Google, Samba TV, Samsung Ads, Teads, and The Trade Desk, the survey reached over 11,200 streaming users aged 18 to 64 across 14 Asia-Pacific markets.
While solo viewing remains dominant during weekdays—particularly among mobile users—weekends tell a different story. Families and friend groups gathering around CTV screens create unique windows of opportunity for advertisers, with co-viewing audiences proving more receptive, engaged, and influenced by advertising than their solo-streaming counterparts.
The research found that 65% of viewers in family settings are more receptive to ads, compared to just 53% of solo streamers. What’s more, co-viewers demonstrated higher purchase intent, with 62–66% reporting ad-driven influence versus only 50% among individuals watching alone.
This shift is not just social—it’s also cognitive. Solo streamers often multitask, with 87% engaging in other activities during sessions. In contrast, co-viewing reduces distraction by 13%, leading to more attentive viewers and better ad recall.
The nature of content consumed also changes depending on viewing scenarios. Solo users tend to favour short-form or high-action genres like comedy and thrillers. But when watching with others—especially on weekends—reality shows, live sports, and documentaries rise in popularity.
This divergence has major implications for marketers. For example, content viewed with children calls for stricter brand safety and age-appropriate messaging, presenting opportunities for trust-building in family environments.
Despite the average APAC viewer holding 11 streaming subscriptions, only four are actively used. Loyalty varies by market, with Apple TV+ enjoying strong retention due to exclusive content, while YouTube, Netflix, and Prime Video remain leaders in both reach and engagement.
Markets like New Zealand and Japan show high value per subscription, while others, such as India, Indonesia, and Thailand, leverage shared accounts and localised pricing to maximise access at lower cost. These disparities should guide advertisers in choosing between ad-supported and subscription models based on regional behaviours and economic realities.
Nearly 70% of viewers recall seeing ads on streaming platforms, with skippable formats, front-loaded spots, and homepage banners cited as the most memorable. But beyond recall, 67% of respondents prefer seeing a variety of ads, reinforcing that creative diversity, not repetition, drives engagement.
On weekdays, smartphones dominate solo viewing, accounting for 81% of streams—reflecting routines like commuting or short breaks at work. Weekends shift the focus to living rooms and CTVs, with 55% preferring shared screens for communal viewing. This evolution offers targeting opportunities that go beyond device type, tapping into time, mood, and social setting.
The key takeaway? Context trumps screen time. A successful campaign doesn’t just follow users from platform to platform—it aligns with their emotional, social, and behavioural state.
“Despite seeming like minor shifts, the changes we’re seeing in how audiences engage with online video are transforming the advertising landscape,” said Nina Fedorczuk, Chief Enablement Officer at OMG APAC. “Understanding the who, how, and when behind content consumption allows brands to move from noise to nuance.”
As CTV and digital video continue to evolve across APAC, marketers are urged to tune in more closely—not just to what people watch, but to how they watch together. In the age of endless content, connection is still king.
