Magnite's latest research sheds light on how Filipino audiences are engaging with ad-supported platforms— and how marketers can capitalize on these evolving behaviors. 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.
Some of the key findings of the report show that the country now has a massive reach and evolving habits. Roughly 77 million people in the Philippines stream video content, while 80% say they stream more today than a year ago, and 75% plan to try new services within the next 12 months. Moreover, CTV streaming is a shared experience, with 72% of streamers using 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.
Magnite found that relevant ads drive attention, with 84% 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 because 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.
Viewers in the Philippines embrace the expansive choice offered by streaming, enabling brands to align with their interests in ways not possible on linear TV. Local and global content are equally crucial to streamers. The majority (86%) prefer streaming services to have both. 77% say ads delivered in the same language as content are more effective, and 75% have a stronger connection to ads aligned with local culture/content. In comparison, 84% are more likely to pay attention to ads targeted towards their interest.
With 72% of viewers streaming on TVs—with an average of four other people—CTV enables brands to reach co-viewing audiences in high-attention environments, amplifying reach and boosting performance without inflating CPMs. Nearly half of viewers report seeing the same ad across multiple screens—and 74% say it makes them more likely to act. Cross-device strategies help support consistent messaging and improve overall campaign effectiveness. With mobile streaming steady during the day and CTV peaking at night, brands have 24/7 access to engaged viewers. A consistent presence across these touchpoints will help your message land whenever and wherever your audience tunes in. Filipino viewers are highly receptive to emerging formats like actionable and pause ads, with 71% likely to engage. Pairing these formats with second-screen behaviors unlocks real-time brand discovery and conversion opportunities.
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