78% of APAC co-viewing happens on CTV, PubMatic says
PubMatic released new research, "How Co-Viewing Redefines Attention: Unlocking Shared Screens with Programmatic," highlighting that 78% of co-viewing in APAC occurs on CTV and 42% of consumers pay more attention to ads during shared viewing. The report, based on 3,500 respondents across seven APAC countries, positions programmatic CTV as a high-performing advertising environment due to increased ad attention, recall, and action rates during co-viewing moments.
Key Takeaways
- PubMatic’s report surveyed 3,500 respondents across Australia, India, Singapore, Vietnam, Thailand, Indonesia, and the Philippines.
- 78% of co-viewing in APAC happens on CTV, according to the study.
- 42% of consumers said they pay more attention to ads during shared viewing; 53% said they recall brands more effectively.
- 70% of co-viewers said they are more likely to take action after ad exposure, and 43% said they discuss or react to ads during the viewing moment.
- In Southeast Asia, 73% of co-viewers reported being more likely to act after ad exposure, compared with the APAC average of 70%.
Why It Matters
PubMatic is arguing that co-viewing makes CTV a stronger performance channel than solo viewing, with higher attention, recall, and post-exposure action rates. For the streaming ad stack, that reinforces the case for programmatic CTV around predictable windows such as weekend evenings, prime time, late evening, family programming, movies, series, and live events. The company also ties the pitch to transparency, cost efficiency, and access to premium live inventory through its CTV-specific tools. Watch whether buyers shift more budget toward those shared-screen time slots and whether PubMatic keeps using the report’s APAC and Southeast Asia conversion numbers in its CTV sales push.
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