Study: 65% of family streamers are ad-receptive, but solo viewers need louder hooks

As Connected TV (CTV) adoption accelerates across Asia-Pacific, the way people watch — whether alone, with family, or among friends — is quietly redefining the marketing playbook. According to new research from Omnicom Media Group Asia Pacific (OMG APAC), solo streamers may dominate the weekday landscape, but it's the co-viewing households on weekends that offer a deeper opportunity for advertisers to connect.

The study, titled "Connecting Connected TV," surveyed 11,200 streaming users aged 18 to 64 across 14 APAC markets in late 2024. Conducted in partnership with CINT, and featuring insights from Google, GWI, Samba TV, Samsung Ads, Teads, and The Trade Desk, the research spans behaviours, device usage, subscription trends, and ad receptiveness.

According to the study, viewers in family settings are more likely to remember and respond to advertising. Approximately 65% of large-family viewers expressed receptiveness to ads, compared to 53% of solo streamers. Similarly, ad-driven intent to purchase was higher among family groups (62–66%) versus lone viewers (50%).

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Content viewed with children also tend to skew away from mature genres. This means brand safety considerations are vital. Age-appropriate ads in safe content slots can help build brand trust with parental viewers.

Despite the solo nature of many streaming sessions — especially during the week — 87% of viewers still multitask, toggling between content and other distractions. However, co-viewing reduces this behaviour by 13%, especially during planned sit-downs with family or friends.

The change isn't just behavioural — it's cognitive. Multitasking solo viewers need ads with compelling audio, while co-viewing audiences present a more captive group. For marketers, that means not just rethinking content formats, but also when and where campaigns are served.

Solo streamers lean into content that's easy to digest in short bursts or while distracted such as comedy or action. Co-viewing, on the other hand, unlocks a more eclectic palette as reality shows, live sports, and travel documentaries rise in popularity when decisions are made together, especially on weekends.

These communal choices also carry implications for brand alignment. In countries such as India, Indonesia, and the Philippines, where co-viewing groups are larger, marketers are encouraged to A/B test content across scenarios — be it solo mobile viewing on public transport or communal family nights on the couch.

Moreover, the study found that the average APAC viewer holds 11 video service subscriptions yet only regularly use four. Despite this, viewers in markets such as New Zealand and Japan get more value out of their subscriptions than others, often watching three out of every five services monthly.

Platforms such as Apple TV+ enjoy higher loyalty among active users, perhaps due to exclusive content or staggered releases. However, in most APAC markets, YouTube, Netflix, and Prime Video still dominate in both reach and retention.

For marketers, this underscores a need to be strategic where "quality over quantity" matters more than ever when choosing platforms for campaign deployment.

In fact, seven in ten viewers recall seeing ads on streaming platforms, of which the formats that stick most are skippable ads, front-loaded exposures, and homepage banners. More importantly, 65% of viewers say these ads make them more likely to remember a product.

That said, recall alone isn't enough. The study found that 67% prefer to see a variety of ads from different brands. This suggests that well-crafted creative, not just frequency, drives engagement.

Smartphones dominate solo streaming (81%), a reflection of weekday routines - commuting, snacking alone, or catching up on videos between meetings. On weekends, the living room regains its status, with 55% preferring CTVs when watching with others. Larger screens, slower pacing, and communal settings help explain the shift.

How much do people pay to watch?

Spending patterns vary widely, said the study. On average, viewers spend around US$19 per month on streaming, though this includes a mix of paid, free, and shared accounts. Singaporeans and Australians top the spenders' list, while viewers in India, Indonesia, and Thailand get more bang for fewer bucks .This is likely due to localised pricing and account sharing.

The outliers also reveal something deeper. In several countries, median spend is far lower than the average, hinting at a polarised audience with very different willingness or ability to pay. For brands, this affects the choice of ad-supported versus subscription platforms and how to tailor creative by market.

From fragmented weekday solo streams to communal weekend marathons, streaming in APAC is a spectrum. For marketers looking to make a meaningful impression, it's no longer just about screen time - it's about context.

"The recent evolution in online video consumption is fundamentally re-shaping how people consume content and how brands and agencies engage with them. Despite the ongoing yet seemingly small changes in tech advancements and original equipment manufacturers (OEMs), the scale and impact of CTV and online video consumption should not be overlooked," said Nina Fedorczuk, chief enablement officer at OMG APAC.

"The scale and impact of CTV and online video consumption should not be overlooked. It is still important to look at the landscape holistically. This helps us better understand those who are consuming it as well as their motivations and perceptions," Fedorczuk added.

As CTV continues to mature across APAC, advertisers would do well to tune in - not just to what people are watching, but how, when, and with whom.

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