Singapore CTV market
Connected TV consumption is on the rise in Singapore, with new research showing that 43% of Singapore consumers are spending more time watching CTV content since the start of the pandemic.
As the pandemic has rapidly accelerated the growth of CTV, it’s more important than ever before that brands understand and embrace the medium. Almost 43% of Singapore consumers have tried a new ad-supported streaming service since the outbreak of the COVID-19 pandemic. Of those, 81% say they will continue to do so.
Additional key findings include:
- 87% of the Singapore population now have access to CTV content through various devices, with 42% now owning three or more devices;
- 77% of Singaporeans say they would prefer to watch their favourite TV programmes for free with ads rather than pay for an ad-free experience;
- 77% of Singapore consumers plan to reduce the amount they pay for TV services — 34% plan to switch to free-ad-supported services, 33% plan to reduce the number of paid for streaming services they use, and 29% plan to cancel their cable TV;
- More relevant targeting and greater personalisation mean CTV ads performs better than the TV average in Singapore across key indicators. Compared to the average TV viewer in Singapore, after seeing an ad on TV, ad-supported CTV users in Singapore are:
- 13% more likely to tell a friend about a brand;
- 14% more likely to buy a product;
- 6% more likely to visit a store or website;
- 7% more likely to search for a brand;
- 9% more likely to have an improved opinion of the brand.
