Embracing Ad-Supported Streaming Across Screens in Southeast Asia
Download the Southeast Asia ReportAd-supported streaming in Southeast Asia has reached critical mass. Viewers’ engagement with streaming content is stronger than ever and their relationship with streaming services continues to mature and evolve.
TV viewers in Southeast Asia are embracing ad-supported streaming services, closing the gap with traditional TV viewers.
Q: Which of these services do you use to watch TV shows and films?
Base: Total respondents
Source: Magnite
Ad-supported viewers are consuming TV content across devices, with increasing use of smart TVs. In a typical week, 67% of this audience watch content on a smart TV always/most of the time, compared to 82% who watch on a smartphone.
94% of ad-supported streamers in Southeast Asia are more likely to make a purchase from a brand they engaged with across multiple devices (TV, mobile, desktop, etc.).
Q: To what extent do you agree with “I am more likely to make a purchase from a brand that I have engaged with across multiple devices (TV, Mobile, Desktop etc.).” T2B
Base: Ad-supported streamers
Source: Magnite
Streaming’s premium environment delivers impact to brands. 90% of ad-supported streamers said they have discovered new products and services as a result of seeing ads on streaming platforms and 68% took action. Streaming services also outperform videos on social media at different stages of the purchase journey.
Q: When you see ads while watching streaming services/within social media video, how often do you do the following? Always/almost always/frequently
Source: Magnite