Connected TV (CTV) is big, and it’s growing.
It now takes up almost half of global video impression share,2 and it’s the fastest growing streaming platform.3
Globally, casting watch time for YouTube grew by over 75% year over year.4
More CTV converts means more ads are being watched on the big screen at home — even by previously unreachable audiences like cord-cutters and cord-nevers.
And it’s not just quantity. CTV viewers are also more engaged and emotionally invested.
They’re streaming their favorite content as a communal activity and sharing the magic together with their loved ones.
This means that people are spending a bigger part of the day consuming digital content.
And they’re even more engaged when watching as a group.
When an ad comes on, co-viewers experience a stronger emotional response than solo viewers.
CTV setups are all about enhanced audio and visual quality, creating a more immersive experience that keeps audiences coming back to content from their favorite creators.
Across APAC, CTV viewers are sitting down to watch for longer periods of time,6 and choosing to watch longer videos.7
“The big screen is more powerful.”8
— Japanese CTV viewer
According to Japanese viewers, watching CTV is a satisfying experience: It’s easy to use, and it lets them watch for hours on end in the most comfortable positions.9
Free from cable TV schedules, they can now stream whatever they want, whenever they want.
Gone are the days of passive channel surfing — today’s users are all about crafting their own viewing experiences.
With CTV, the digital world is your oyster.
All over APAC, people are pressing play on a wide variety of content — from sports and travel to cooking and more.
In order to join the fun, brands should view CTV as a chance to connect, instead of simply a channel to conquer.
CTV is a powerful addition to the marketer’s toolbox for building cross-platform video strategies.
Reach new and
Form deeper connections
Measure and optimize
Head of YouTube Priorities and Programmatic Media, Asia Pacific
Story: Jess Duarte and Merlyn Koh; Design & Animation: PHQ (Agency); Product Lead: Casey Fictum; Production Lead: Jenny Maughan.