PubMatic Highlights Programmatic Opportunity as Co-Viewing Redefines Attention for APAC Marketers

PubMatic’s latest APAC research highlights a major programmatic opportunity for marketers: co-viewing on connected TV (CTV). Based on insights from 3,500 consumers across seven APAC markets, the report finds that 78% of co-viewing occurs on CTV, with shared viewing driving stronger ad attention, brand recall, and post-ad action. Notably, 42% of consumers pay more attention to ads when watching together, and 70% are more likely to take action after exposure.