Malaysians spend more on streaming than SEA neighbours as CTV usage rise

Kuala Lumpur, Malaysia – Consumers in Malaysia are spending an average of US$19 per month on streaming subscriptions — matching the regional average, but surpassing spending levels in neighbouring countries such as Japan (US$12), the Philippines and Indonesia (US$15), and Thailand (US$18). This is according to new research from Omnicom Media Group (OMG) APAC, released in partnership with market research platform CINT.

“CTV in Malaysia isn’t just growing; it’s redefining how families connect with content. If your media plan treats CTV like traditional TV, you’re missing the moment. Co-viewing is emotional, and with the right planning, brands can show up not as interruptions, but as part of the experience,” said Winnie Chen-Head, CEO of Omnicom Media Group Malaysia.

“At OMG Malaysia, we believe CTV deserves its own playbook, one that combines smart media planning, platform-native creative, and data-driven precision to turn viewing moments into brand-building momentum,” she added.

High-income households drive CTV uptake

Malaysian CTV viewers tend to skew toward higher socio-economic groups, with 58% of respondents coming from high-income households — notably above the regional average of 47%. The study shows that over a quarter of Malaysian viewers spend between US$20 to US$29 on monthly streaming subscriptions.

This spending power also translates to future intent, with respondents indicating interest in upgrading their subscriptions within the next 12 months to platforms like Netflix (31%), YouTube Premium (23%), and Amazon Prime Video (21%).

While viewers show a willingness to invest in platforms offering a broad range of content, cost still plays a role in decision-making. About 45% said they would unsubscribe if prices increased. However, this is interpreted not as a sign of price sensitivity, but rather of consumers’ high expectations for evolving and trend-aligned content. In fact, 56% said they subscribe to platforms that offer their preferred genres or the widest variety of shows.

YouTube remains the dominant platform in Malaysia, with 96% of viewers accessing the platform. One in two Malaysians is also subscribed to YouTube Kids, reflecting high levels of co-viewing with children. Regional platforms like iQIYI and Viu are also among the top five most-subscribed services in the country, indicating strong demand for Asian content alongside global offerings like Netflix.

Co-viewing Key to unlocking family audiences

Malaysians are highly likely to watch content with others, especially family. The study found that 59% of respondents co-view with family members on weekdays — a figure that climbs to 71% on weekends. These co-viewing groups typically include a spouse and children aged 3 to 11, though extended family members like parents and siblings may also be involved.

Viewing preferences also shift depending on the audience. Solo viewers tend to favour Action content, while group viewing leans toward Comedy, Drama, and Family or Kids programming. Co-viewers are more likely to plan their sessions, whereas solo viewers often stream out of boredom and may be less engaged.

This behavioural insight presents a unique opportunity for advertisers. Brands can target multiple decision-makers within a household simultaneously, leveraging nostalgia or family-oriented messaging to deepen engagement. Larger Malaysian household sizes — averaging four members — further boost the potential for campaigns in sectors such as entertainment, food, malls, and QSR.

Advertising on CTV yields high recall and engagement

CTV advertising appears to be highly effective in Malaysia. OMG APAC found that 72% of respondents recalled seeing ads on streaming platforms. Around half remembered specific products, and 42% were more likely to consider purchasing a product they saw advertised.

Viewers responded particularly well to less disruptive ad formats such as product placements (50%) and brand sponsorships (43%), suggesting an openness to brand storytelling when it fits the content and is delivered at optimal frequencies.

Although only 32% of viewers reported clicking on CTV ads, the platform supports cross-device targeting, as Malaysians often watch on multiple screens — smart TVs (62%), smartphones (60%), and personal computers (42%). Nine in 10 viewers also engage in other activities while watching, such as browsing social media or reading unrelated content.

These behaviours provide brands with multiple entry points to reinforce messaging. For example, QR codes can be embedded in ads, enabling immediate viewer action without disrupting the viewing experience.

A multi-platform, omnichannel approach, supported by a robust measurement framework, is recommended for brands to drive real outcomes. This includes planning sequential storytelling across devices and integrating social media extensions to support the primary message.

With CTV becoming more embedded in Malaysian households and co-viewing a strong cultural norm, the research suggests that brands that adopt a targeted, content-native approach stand to benefit significantly from the evolving streaming landscape.