The report found that mobile remains central to video consumption in Hong Kong, both for long-form streaming and short-form vertical video. Some 83% of viewers typically use mobile for streaming, while 90% regularly watch addressable short-form vertical video such as news clips, sports highlights and microdramas.

It also noted that the format is increasingly driving advertiser engagement, with 22% of viewers regularly clicking on links in vertical video ads and 20% making purchases after viewing them.

The study also found that cross-device behaviour is common, with 56% of viewers regularly using a second device while streaming content on TV. It added that 55% say they are more likely to take action when exposed to ads across multiple touchpoints.

Live streaming continues to gain traction, with 66% of viewers regularly streaming live content. According to the report, 48% of respondents said they are more inclined to take action after seeing an ad in a live streaming environment, while 57% are more likely to remember brands that advertise during live streams.

The report also highlighted the role of cultural relevance in advertising effectiveness. While audiences value diverse content libraries, 61% said they feel more strongly connected to ads aligned with local culture, and 64% said ads delivered in the same language as the content are more effective.

It added that brands should consider leveraging CTV’s shared viewing environment, adopting cross-screen approaches, and exploring live streaming and short-form video formats as part of broader advertising strategies.

Gavin Buxton, Managing Director, Asia at Magnite, said, “Streaming has become a central part of daily media consumption in Hong Kong, and we’re seeing audiences embrace ad-supported environments at an increasing rate.”

He continues, “What stands out in this research is not just the scale of streaming growth but the quality of engagement. Whether through co-viewing on connected TV, second-screen interactions, or live-streaming experiences, consumers are demonstrating a greater willingness to engage with brands. For advertisers, this creates an opportunity to reach audiences in more relevant, measurable and actionable ways than ever before.”

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