How OTT is transforming advertising in Singapore: Insights from viewers and advertisers

This post is sponsored by Nexxen.

According to a recent study conducted by Nexxen, in partnership with Milieu Insight, consumers in Singapore are frequently engaging with ad-supported content, making cost-effective viewing decisions, and taking action after seeing well-targeted promotions on Smart TVs and streaming services.

Navigating the Future of OTT marketing in Singapore, released in February 2025, highlights habits, preferences, and motivators of survey respondents from the country surrounding ad-supported content on over-the-top (OTT) streaming services.

The survey consisted of two groups: 500 consumers who regularly engage with ad-supported video content, and 60 advertisers working in digital marketing with decision-making capabilities. The first two sections of the report focused on the consumer/viewer experience on OTT, while the final section concerned advertiser insights on the format.

Consumer streaming habits

The way audiences consume TV and video has changed considerably over the past few years. Content is now available anytime, on many devices. In particular, OTT streaming services such as Netflix and Disney+, and platforms such as YouTube are changing viewing habits in the living room, the office, and on-the-go with mobile.

According to the study, 51% of consumers in Singapore said they watched content on ad-supported streaming platforms such as meWATCH, Singtel CAST, Viu, iQIYI, WeTV, Tubi TV, and Viddsee multiple times per week. Some 35% indicated they watched once a day or more.

Among the ad-supported content viewers, meWATCH was the most popular streaming platform.

Free, ad-supported platforms are popular among Singaporean consumers, 60% of whom identify cost as a key factor in their choice of video streaming platforms. The study participants also signaled that ease-of-use was another leading factor of this choice.

In Singapore, mobile devices lead as the primary platform for content consumption at 77%, followed by Smart TVs at 64%, demonstrating a growing demand to watch across larger screens. Computers and laptops then follow at 51%. Tablets, streaming devices such as Apple TV and Roku, and game consoles were also represented, but with fewer users primarily using them for consumption.

Sentiment around ads and engagement

The format and delivery method of advertising clearly matters. According to Nexxen’s research, viewers favour shorter ads that deliver value without disrupting their experience. This is why 61% of advertisers are already using six to 15-second ad formats around content to meet this preference.

In addition to brevity, the timing of the ad relative to the content is also worth noting. When asked which types of ads generally caught their attention when watching ad-supported streaming platforms, 36% of consumers identified pre-roll ads (running before the content starts), and 32% identified mid-roll ads (displayed during the show). Pre-roll ads were identified by 44% of advertisers as being effective.

The report also highlighted that ads on OTT platforms inspired considerable viewer action, with 36% of respondents researching products online and 33% visiting brand websites after viewing.

Further engagement data from the report suggested that Singaporean consumers desire ads offering immediate benefits such as discounts and free trials for goods and services, and personalisation to align with their interests.

This preference for personalisation underscores the opportunity for brands to craft more relevant, data-driven ad experiences that not only capture attention, but also drive meaningful consumer actions.

The advertisers’ perspective

Nexxen’s research to charting the growth of the OTT market in Singapore also sought insights from current and potential OTT advertisers.

The ad tech company surveyed 60 Singapore-based advertising professionals, with the group consisting of those working in digital marketing with decision-making capabilities. Respondents were consulted to gauge their adoption of, and sentiment around, OTT advertising, as well as the benefits that those who had adopted had seen.

The data suggests that 50% of advertisers are planning to incorporate OTT into their media strategies within the next two years.

While not all surveyed advertisers are currently using OTT, as mentioned above, 73% of them have a positive impression of its role in the marketing mix, with more than 25% recognising its potential to outperform traditional media, according to Nexxen.

Growing appreciation and effectiveness

Ad-supported OTT content platforms are clearly resonating with Singaporean viewers, who value their cost-effectiveness and ease of use. Nexxen’s research indicates that consumers respond best to quick, personally relevant ads that offer value.

Half of surveyed advertisers are already anticipating to benefit from these trends, while the other half are still on the fence, despite generally holding a positive impression of OTT advertising’s capability.

Nexxen expects that OTT advertising will continue to grow in Singapore and the wider region, and notes that it is an exciting time to watch how this channel continues to make headway in the marketing landscape.