Shared viewing on CTV boosts ad attention, action among APAC audiences: report

Singapore – A new report from PubMatic has recently highlighted the growing opportunity for marketers in the Asia-Pacific (APAC) region to leverage co-viewing behavior on connected television (CTV) through programmatic advertising.

According to the report, the data suggest that shared viewing experiences—particularly on CTV—create advertising environments that deliver stronger attention and engagement compared to solo viewing.

The report also indicates that while mobile devices dominate individual, habitual content consumption, television screens often serve as shared spaces where viewers watch content together. This dynamic, the report suggests, positions CTV as both a reach and performance channel for advertisers seeking higher attention and measurable outcomes.

The study found that co-viewing—defined as watching video content with others—is a recurring activity in many APAC households. Data from the report suggests that shared viewing environments can amplify advertising impact.

When it comes to co-viewing, the data suggests it significantly enhances advertising effectiveness and engagement. Specifically, 42% of viewers pay more attention to ads when watching with others compared to watching alone, and 53% reported stronger brand recall in co-viewing environments. 

The intent to act is also boosted, with 70% indicating they are more likely to take action after seeing an advertisement while co-viewing. This shared experience generates stronger emotional responses to both content and advertising for 44% of respondents, with 43% reporting that they actually discuss or react to advertisements during the viewing moment.

According to the report, these behaviors point to a form of attention that is more engaged and socially reinforced, which may influence advertising effectiveness.

The research also found that 78% of co-viewing activity in APAC occurs on CTV devices. Shared viewing was reported to be concentrated during predictable times, particularly weekend evenings such as Saturdays between 5:00 p.m. and 11:00 p.m.

Content genres that most commonly attract shared audiences include family-oriented programming, movies, television series, and live events. The report notes that these viewing windows are typically brand-safe and available through programmatic buying channels.

The report also outlines several factors that advertisers consider when activating CTV campaigns, including transparency, performance measurement, and workflow efficiency.

According to the report, programmatic buying provides advertisers with visibility into where ads are delivered, the associated costs, and audience targeting parameters. The company also notes that higher action rates and stronger brand recall among co-viewers may support the case for CTV as a performance-driven channel.

Within APAC, the study suggests that Southeast Asia demonstrates particularly strong connections between co-viewing and advertising response. The research found that co-viewing in the subregion tends to occur slightly more spontaneously than the broader APAC average, with 41% of shared viewing happening organically.

Among respondents in Southeast Asia, 73% reported being more likely to take action after exposure to an advertisement during shared viewing, compared with the regional average of 70%.

“The findings show APAC to be high-intensity co-viewing markets where CTV-led programmatic strategies can unlock outsized emotional engagement and conversion potential,” said Luke Smith, Senior Director CTV, APAC at PubMatic. “When advertisers align their buying strategies to co-viewing behaviors – accounting for everything from timing and content genre to device choice – they can access premium moments that consistently drive stronger recall and meaningful post-ad action.”