#Japan #Tokyo #CTV #PubMatic #Co-viewing

Redefining Co-viewing in the APAC Marketing Landscape

On May 11, 2026, PubMatic, a leading ad-tech company focusing on AI-driven digital advertising performance, unveiled groundbreaking research that sheds light on co-viewing—a pivotal yet underutilized opportunity within programmatic advertising in the Asia-Pacific (APAC) region. Co-viewing refers to the phenomenon where multiple viewers watch video content together, creating a more engaging and effective advertising environment compared to solitary viewing. In this context, connected TV (CTV) transcends its role as a mere reach vehicle and has transformed into a platform that ensures higher engagement and conversion rates, offering a stable and targeted advertising environment.

The report, titled "Maximizing Engagement Through Co-viewing: Harnessing the Power of Shared Screens Programmatically," is based on responses from 3,500 participants across Australia, India, Singapore, Vietnam, Thailand, Indonesia, and the Philippines. It emphasizes that co-viewing moments on CTV represent one of the highest-performing advertising environments currently available to APAC marketers, providing compelling evidence for increased emphasis on programmatic CTV in media planning.

The Impact of Shared Screens on Audience Engagement

Co-viewing is not just a casual viewing habit; it's a common practice in APAC households that significantly enhances the advertising landscape. The data reveals that co-viewing yields a measurable increase in audience attention and brand engagement. Key findings include:

• - 42% greater attention to advertisements compared to solo viewing
• - 53% of respondents demonstrated improved brand recall
• - 70% indicated a higher likelihood to take action post-ad-exposure
• - 44% showed stronger emotional responses to both content and advertisements
• - 43% engaged in discussions about the advertisements during viewing

These statistics highlight the intrinsic quality of consumer attention that directly correlates with desired outcomes and performance metrics for advertisers.

CTV as the Primary Medium for Co-viewing

The study revealed that a significant 78% of co-viewing occurs on CTV platforms across APAC. Advertisements are particularly concentrated during predictable time slots such as Saturday prime time (5 PM to 9 PM) and late-night viewing (9 PM to 11 PM). Content such as family-oriented shows, movies, TV series, and live events tends to facilitate co-viewing, presenting frequent opportunities that are not only abundant but also brand-safe and already available for programmatic use.

Responding to Advertiser Needs in APAC

Understanding where and how attention is being generated is just one part of the equation. Effectively capitalizing on this attention is even more critical. PubMatic's programmatic CTV aims to bridge this gap, emphasizing several key aspects:

• - Transparency and Cost Efficiency: With programmatic buying, advertisers can directly track delivery, costs, and audience engagement, overcoming the opacity that has hindered access to premium CTV for performance-focused buyers. PubMatic's supply path is designed to ensure that spending reaches high-quality environments.
• - Performance and Results: Co-viewing data illustrates that CTV delivers far beyond mere branding initiatives. With 70% of co-viewers likely to take action post-ad exposure and significantly higher brand recall than solo viewing, the performance value of CTV is no longer theoretical. PubMatic's tools and unique data allow for planning, executing, and measuring outcomes beyond just impressions.
• - Workflow Efficiency and Advanced Technology Access: To reach co-viewing audiences at the right moment—such as during Saturday night live sports broadcasts or tailored content genres—simplistic execution of advanced targeting is essential. PubMatic's live sports marketplace and CTV solutions enable programmatic access to premium live inventory, allowing flexible campaign deployment aligned with critical moments.

Southeast Asia: The Leading Co-viewing Market

Southeast Asia exhibits particularly strong signals of conversion derived from co-viewing as compared to other APAC markets. In this region, co-viewing is more likely to occur spontaneously, with 41% of participants indicating the behavior occurs organically. Moreover, 73% of co-viewers in Southeast Asia are more inclined to take action post-ad exposure, slightly surpassing the APAC average by three percentage points.

Luke Smith, Senior Director of CTV at PubMatic, states, "This research demonstrates that APAC is a vibrant market for co-viewing, enabling CTV-driven programmatic strategies to unlock extraordinary emotional engagement and conversion potential. Advertisers can access premium opportunities that consistently drive high brand recall and meaningful consumer action by optimizing buying strategies based on co-viewing behavior across content categories, viewing times, and device selections."

Maximizing Co-viewing Opportunities

The full report, "Maximizing Engagement Through Co-viewing: Harnessing the Power of Shared Screens Programmatically," can be accessed below. The report also details how PubMatic can aid in building effective CTV strategies that reach the most engaged audiences in APAC.

For further information, please visit the report page or reach out to a PubMatic representative.

About PubMatic

PubMatic is an AI-focused ad technology company delivering digital advertising performance. Through an intelligent, integrated platform connects buyers, publishers, data partners, and commerce media networks, it provides enhanced transparency, control, and efficiency for outstanding performance. Since its inception in 2006, PubMatic has been at the forefront of evolution in programmatic advertising, from implementing early OpenRTB transactions to integrating AI-driven optimization and privacy-oriented innovations across the platform. Through omnichannel scalability, proven reliability, and continuous innovation, PubMatic aims to build a smarter, more profitable, and sustainable open internet.

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