New Research from Magnite on CTV in Thailand

Magnite recently conducted, “Streams and Screens: Thailand” that explores how Thai consumers are interacting with ad-supported streaming content. The study fi nds that the Thai streaming landscape continues to expand, with 83% of viewers streaming more this year than last. In addition, 80% plan to sign up for a new service this year despite already using 6 different services on average.

Additional key takeaways from the study include:
● Shared viewing experiences on CTV enhance advertising impact. With 83% of viewers typically watching with others, brands benefi t from expanded reach and heightened receptivity. 73% of viewers are more likely to remember an ad seen while co-viewing.
● Innovative and cross-device ads boost engagement and action, creating opportunities for advertisers. 64% of Thai viewers regularly use a second device during CTV viewing. This cross-device behavior presents signifi cant opportunities. 82% are more likely to take action when exposed to ads across multiple touchpoints, making them ideal candidates for interactive, multi-screen campaigns.
● Live streaming is surging in popularity, with 86% of Thai viewers streaming live content on a monthly basis. This format delivers exceptional results: 76% indicate they are more inclined to take action after seeing an ad in this environment, and 81% say they’re more likely to remember brands that advertise during live streams.
● Cultural relevance drives connection. While streaming audiences appreciate the diverse content library available to them, cultural alignment matters. 80% feel more strongly connected to ads aligned with local culture and 84% say ads delivered in the same language as the content are more effective.

“Thailand’s streaming landscape presents a signifi cant opportunity for advertisers. With increasing adoption of ad-supported video streaming among Thai consumers, brands now have a proven channel to reach audiences across multiple touchpoints,” said Gavin Buxton, Managing Director of Asia at Magnite. “What makes this particularly compelling is how effectively streaming ads drive consumer action and move viewers from awareness to purchase. For brands looking to maximize their media investment, ad-supported streaming in Thailand is no longer optional, but essential.”

Categorised in: Industry News, Member News

This post was written by Magnite