Streams and Screens: the Philippines
Unlocking Filipino Viewing Behavior and Ad Engagement
Based on a national survey of over 800 Filipino streamers, Streams and Screens: the Philippines uncovers critical insights into platform usage, co-viewing habits, ad receptivity, and second-screen behavior, helping brands build strategies that resonate across the purchase funnel.
Key Findings
Massive Reach, Evolving Habits: Roughly 77 million people in the Philippines stream video content. 80% say they stream more today than a year ago, and 75% plan to try new services within the next 12 months.
CTV Streaming is a Shared Experience: 72% of streamers use connected TVs, often in shared spaces like the living room. On average, CTV viewers watch alongside four other people— creating scalable, high-attention advertising moments.
Relevant Ads Drive Attention: 84% are more likely to engage with ads that match their interests, and 75% feel stronger connections to ads that reflect local culture and content.
Cross-Device Engagement Powers Performance: 71% of Filipinos are likely to engage with an actionable ad (link/QR code) and are even more likely to take action if an ad appears across multiple screens.
With ad-supported streaming reaching 94% of Filipino viewers, advertisers have a clear opportunity to engage audiences at scale.
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