Connected TV (CTV) is no longer just a trend it’s rapidly becoming the heartbeat of media consumption across APAC, transforming not only what audiences watch, but how, when, and with whom. Backed by fresh insights from Omnicom Media Group APAC, it’s clear that CTV is carving out a distinct behavioral space, especially on weekends when co-viewing peaks and attention spans stretch. With 65% of family viewers engaging with ads, compared to just 53% of solo streamers, the shift isn’t just in screens it’s in shared experiences, deeper engagement, and stronger brand recall.
While YouTube, Netflix, Prime Video, and Amazon MGM Studios continue to dominate the landscape, Apple TV+ is quietly winning the loyalty game. The platform’s ability to foster long-term user affinity underscores how quality content paired with emotional resonance creates stickiness in a saturated space. During weekdays, smartphones may rule but come the weekend, CTV takes the throne, offering a lean-back, immersive experience that’s redefining how advertisers plan and storytellers connect.
As digital consumption habits evolve, understanding the emotional and social context of viewing becomes mission-critical. It’s no longer about placing ads it’s about placing them at the right time, in the right moment, to the right people. As Nina Fedorczuk of OMG APAC puts it, the scale and impact of online video and CTV can’t be overlooked. The future of media in APAC belongs to those who not only follow the data but also decode the nuance behind every click and co-viewed stream.
