Philippines — A new report from Magnite reveals how Filipinos are engaging with ad-supported streaming services through connected TV (CTV) technologies and smartphones, showing an 80% increase of Filipinos streaming from the previous year, with users using an average of six streaming services.
According to the report, 79% of Filipinos usually stream content on smart TVs in shared spaces (e.g. family living room), leveraging CTV technologies, enabling a more impactful and memorable viewing experience.
This shared cultural behaviour leads to 71% retention for advertisements on streaming services. Accessibility to local and global content via streaming platforms also provides an avenue to deliver advertisements that align with viewers’ interest leading to an 84% chance of audiences engaging with the content.
Streaming on multiple devices is also a common phenomenon in the Philippines, with viewers watching not only on smart TVs but also the device in their pocket on a daily basis—smartphones.
The report shows that 97% of viewers stream video content on YouTube and 91% of those streams are on smartphones and mobile devices. Additionally, viewers often watch on their smartphones while streaming on their smart TVs. This habit allows brands, companies, and, marketing agencies to innovate cross-device advertisements to boost audience engagement.
With these insights, the CTV platform offers brands amplification for reach and engagement in co-viewing spaces, maximising audience engagement and performance while keeping costs at a low. Additionally, streamlining advertisement messaging across devices can improve the overall effectiveness of campaigns.
