Omnicom Media Group Asia Pacific's (OMG APAC) latest CTV study has found that 87 per cent of solo viewers engage in multitasking while streaming videos, with viewers 13 per cent less likely to do so when watching with others.

The research, 'Connecting Connected TV', delved into four primary areas: viewing behaviour, subscriptions, co-viewing, and attitudes towards advertising on Connected TV (CTV). It was conducted in collaboration with market research platform CINT and encompassed a survey of 11,200 online video content streamers aged 18 to 64 across 14 markets, spanning from 30 October to 29 November 2024.

Per the study, solo viewing is predominantly observed on weekdays and is linked to higher levels of distracted viewing. This trend is particularly notable in markets such as Australia, New Zealand, Malaysia, the Philippines, and South Korea. Smartphones emerge as the preferred device for solo viewers, with 81% favouring them, while CTVs are the device of choice for co-viewing, preferred by 55% of respondents.

The research highlights that viewers who watch with large families are more receptive to advertisements, with 65% showing receptivity compared to 53% of solo viewers. On average, viewers in the Asia Pacific region maintain 11 subscriptions, though only 44% of these are used regularly. Each viewer spends approximately US$19 monthly on subscriptions.

Advertising recall on video streaming platforms is significant, with seven out of ten viewers remembering ads. Skippable ads are the most recalled, with a recall rate of 36%. The study also incorporates additional data and insights from Google, GWI, Samba TV, Samsung Ads, Teads, and The Trade Desk.

Chief Enablement Officer at OMG APAC, Nina Fedorczuk, said: "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.

"While valuable data is available from OEMs, OTTs, and digital partners, 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. Our latest research will be crucial in helping marketers uncover the various consumption behaviours, preferences, and attitudes towards advertising on CTV."