Unlocking OTT Success: Key Insights Every Advertiser Needs to Engage Audiences, Optimise Placements and Drive Results

The OTT advertising market in Singapore (and around the world) is growing, and there is so much runway for growth in this sector. To get more insights into OTT consumption and perception, Nexxen recently commissioned a survey to surface how Singaporeans use and feel about ad-supported streaming platforms.

While we’ve recently made the full report available here, this article touches on some of the key data points and the trends they represent to highlight just how relevant OTT is for advertisers in 2025.

Affordability is Attractive 

Cost-of-living pressures continue to influence consumer spending. Whether it’s in groceries, energy bills, rent, or other product and service categories, Singaporean consumers are welcoming opportunities to save.

In the case of screen-based entertainment, services that incur monthly or annual subscription costs might not be feasible, especially when viable alternatives exist. Our research suggests that platform costs significantly influence viewer behaviour. When asked which factor most influenced viewers’ choice of streaming platform, cost was identified by 60% of our survey group.

It’s clear that many consumers are happy to watch ads in exchange for free content, and the many ad-supported streaming platforms available in Singapore make for content-rich and easy viewing experiences. Advertising partners of these platforms naturally stand to gain the benefits.

Ad Responsiveness and What Viewers Want

When we asked viewers which actions they had ever taken after viewing an ad on an ad-supported streaming platform, 36% acknowledged they had researched a product or service online, while 33% had actually visited the relevant brand’s website.

Ads that present special offers and clear benefits are particularly motivating for viewers, and this demonstrates the importance of brands delivering value-driven messaging in their campaigns.

Singaporean consumers are calling for more of this, too. When we asked what improvements, viewers would like to see in advertising on video streaming platforms, 51% identified ads that offered immediate benefits, such as discounts or free trials for goods and services.

Growing The Role of OTT in Advertising Strategies

Our research reinforces the strong case for advertisers operating in Singapore to adopt advertising on OTT services if they haven’t already.

Taking into consideration things like high engagement levels, cost motivators and the likelihood of viewers to take action after seeing ads, the Singaporean streaming landscape provides a great opportunity for OTT advertising growth.

We observed that 73% of Singapore-based advertisers hold a positive impression of OTT advertising and expect to factor them considerably into their overall marketing mix in the next 2-3 years.

Additionally, more than a quarter of advertisers see potential to outperform traditional media in this sector. We expect this will continue to grow.

While this article has touched on some great data points and the trends that they underpin, there are many more insights waiting in our new report, Navigating the Future of OTT Advertising in Singapore than what I’ve covered here. I encourage you to download it and explore the complete findings.

Categorised in: Blog

This post was written by Nexxen