Combining the best aspects of digital video and television, connected TV is the latest force you can't ignore.

In 2019, the global connected TV market was valued at $106 billion. It is expected to reach $113 billion by the end of 2026.

92% of people in Indonesia and 78% of people in Australia say they increased their consumption of streaming content during the Covid-19 pandemic.

On average, the majority of people in APAC countries stream or watch TV online: Vietnam 83%, Thailand 78%, Indonesia 63%, Malaysia 69%, Singapore 68%, and the Philippines 76% (source: GlobalWebIndex).

Connected TV has become important and it's growing. It now takes half of the global video impression share, and it is the fastest streaming platform.

Globally, YouTube cast viewing time has increased more than 75% year-over-year.

More connected TV conversions mean more ads are being watched on the big screen at home, even by previously inaccessible audiences like cord-cutters and cordless.

And it's not just the quantity. Connected TV viewers are also more engaged and emotionally invested.

So here's why they're addicted:

• Today's viewers are moving from "me" to "we" in the living room: They stream their favorite content as a communal activity and share the magic with their loved ones. That means people are spending more of their day consuming digital content, and they're even more engaged when watching in groups.
• When an ad is shown, co-watchers experience a stronger emotional response than single viewers.

Average percentile rank of emotional response to ads. 

 

• Sometimes bigger is just better: Connected TV setups are all about improved audio and visual quality, creating a more immersive experience that keeps audiences coming back to their favorite creators' content. Across APAC, connected TV viewers are sitting down to watch longer periods of time, choosing to watch longer videos.

For people who value both comfort and quality, connected TV is a perfect match: According to Japanese viewers, watching connected TV is a satisfying experience, it is easy to use and it allows them to watch for hours in the most comfortable positions.

• Viewers love interacting with content on their own terms: Freed from cable TV programming, they can now stream what they want, when they want. Gone are the days of passive channel surfing, today's users strive to create their own viewing experiences.
   

Across APAC, people are pressing a wide variety of content, from sports and travel to food and more.

In order to join in the fun, brands should view connected TV as a chance to connect, instead of just a channel to conquer.

Connected TV is a powerful addition to the marketer's toolbox for creating cross-platform video strategies.

As a result, brands can:

1. Reach new and hard-to-reach audiences.
2. Create deeper connections.
3. Measure and optimize engagement.