Malaysian CTV Viewers are Streaming and Spending More Than Ever

By The Malketeer

Connected TV (CTV) is no longer a niche in Malaysia.

According to a new study by Omnicom Media Group (OMG) APAC in partnership with CINT, Malaysia is emerging as one of Southeast Asia’s most lucrative and dynamic CTV markets.

With average monthly streaming spend hitting US$19 per user, Malaysian viewers are not just keeping up with the APAC average—they’re outpacing their regional neighbours.

Streaming Spend Surges Ahead of the Region

While the average APAC user spends US$19 a month on streaming platforms, Malaysians match this figure while exceeding spending levels in Japan (US$12), the Philippines and Indonesia (US$15), and Thailand (US$18).

More tellingly, over a quarter of Malaysian viewers spend between US$20 and US$29 monthly, suggesting a willingness to pay for premium experiences.

For brands, this signals a high-value audience that’s both committed and content-curious.

The Rise of the Premium Household

The study finds that 58% of Malaysian CTV viewers hail from high-income households, significantly above the SEA average of 47%.

These viewers are more likely to pay for upgraded subscriptions, explore multiple platforms, and invest in a seamless, ad-light experience.

Preferred platforms for future upgrades include Netflix (31%), YouTube Premium (23%), and Amazon Prime Video (21%).

The message is clear: Malaysians want variety, and they’re willing to pay for it—as long as content remains current, compelling, and culturally relevant.

However, they’re not blindly loyal.

Around 45% of users say they will cancel a subscription if prices rise, not out of price sensitivity alone, but due to rising expectations.

Viewers expect evolving content libraries that align with trends and personal preferences.

In fact, 56% subscribe based on genre availability or show variety, reaffirming that content is still king.

Co-Viewing Culture: Where Families Meet Content

CTV in Malaysia is social, and increasingly, co-viewing is the glue that binds household experiences.

The study reveals that 59% of Malaysians co-view content with family during weekdays, and this climbs to a striking 71% on weekends.

Typical co-viewing setups include parents, children (especially aged 3–11), and sometimes grandparents or siblings.

“CTV in Malaysia isn’t just growing; it’s redefining how families connect with content. If your media plan treats CTV like traditional TV, you’re missing the moment,” says Winnie Chen-Head, CEO of Omnicom Media Group Malaysia.

Tailoring Content for Viewing Moods

Understanding what gets watched—and by whom—can make or break an ad campaign.

Solo viewers typically binge action and thriller content, often out of boredom or routine. These viewers are more prone to spontaneous streaming and passive engagement.

In contrast, co-viewers seek Comedy, Drama, and Family/Kids programming—genres that lend themselves to emotional bonding.

Their sessions are planned, shared, and remembered—offering the perfect setting for brand storytelling that taps into nostalgia, humour, or shared values.

This behavioural segmentation allows brands to deliver the right creative at the right time, to the right configuration of viewers.

With Malaysian households averaging four members, this opens the door to multi-decision-maker influence—from the mum who plans meals, to the kids choosing content, to the father managing finances.

Ads That Fit In

Ad avoidance has long been a challenge.

The Malaysian CTV viewer isn’t hostile to ads—they just want ads that respect their time and experience.

The research shows that 72% of Malaysian respondents recall seeing ads on CTV platforms. Half could name specific products, and 42% said they were more likely to consider making a purchase after viewing.

Interestingly, less disruptive formats perform best.

Product placements (50%) and brand sponsorships (43%) topped the list of preferred ad types—far ahead of traditional pre-rolls or mid-rolls.

These insights point to a growing openness to brand integration, as long as it’s subtle, context-aware, and platform-native.

The Multiscreen Reality

While the living room remains the heart of the CTV experience, it is far from a single-screen scenario.

Malaysians often watch across smart TVs (62%), smartphones (60%), and personal computers (42%)—sometimes simultaneously.

And 9 in 10 users engage in secondary activities while watching, such as scrolling social media, texting, or even shopping online.

For marketers, this opens a multitude of retargeting opportunities. Integrating QR codes, interactive ads, or cross-device sequential storytelling allows for continuity of message across platforms—without disrupting the main content experience.

A Call for Smarter Playbooks

CTV is not traditional TV with a Wi-Fi connection. It requires its own rules, tools, and creative approaches.

“At OMG Malaysia, we believe CTV deserves its own playbook,” added Winnie Chen.

“One that combines smart media planning, platform-native creative, and data-driven precision to turn viewing moments into brand-building momentum.”

From branded content to dynamic ad sequencing and second-screen strategies, the key is native storytelling powered by data.

What This Means for Brands

CTV is no longer emerging—it’s established. And in Malaysia, its dominance is being shaped by three powerful forces:

1. Affluent, content-hungry audiences willing to pay for quality.
2. Co-viewing family dynamics that amplify ad recall and emotional resonance.
3. Multi-device usage patterns that demand omnichannel orchestration.

For brands, this means CTV is not an add-on—it’s a priority.

Success will come to those who tailor messaging to context, respect viewer behaviours, and invest in long-term brand moments rather than one-off impressions.

CTV in Malaysia is more than a screen.

It’s a shared space, a digital hearth, and—done right—a powerful stage for stories that sell.