Hong Kong Streamers Embrace CTV Ads, Open to AI-Generated Content
Magnite's 'Streams & Screens: Hong Kong' study, based on a survey of over 900 streamers, details evolving viewing habits and ad engagement in Hong Kong. The report highlights the increasing importance of CTV for advertisers and viewer openness to new ad formats and generative AI in the region. These insights provide guidance for brands and advertisers seeking to effectively reach audiences in this expanding streaming market.
Key Takeaways
- The majority of Hong Kong viewers are streaming more this year than last, a trend projected to continue.
- CTV is crucial for prime-time, co-viewing moments, enhancing ad reach and attitudinal metrics.
- Live streaming and short-form vertical videos offer increased attention for ad placements.
- Hong Kong streamers show high receptiveness to new ad formats, including Actionable, Homescreen, and Pause ads.
- A majority of streamers are open to brands using generative AI for ad creation and personalization.
Why It Matters
Hong Kong's streaming market is shifting toward ad-supported models, driven by increased daily engagement and a willingness to embrace new ad technologies. This presents a clear opportunity for brands to connect with audiences through CTV, live content, and AI-driven personalization, moving beyond traditional digital advertising approaches. The increasing adoption of generative AI in ad creation could redefine production workflows and personalization strategies, making it essential to monitor how advertisers integrate these tools and how audience engagement evolves with more tailored ad experiences.
Additional Context
The Hong Kong entertainment and media industry is projected to grow at a 2.26% compound annual growth rate (CAGR) from 2024 to 2029, reaching US$15 billion, per PwC's Global Entertainment and Media Outlook 2025-2029 Hong Kong Summary (August 2025). This growth is driven by a shift from consumer spending to advertising spending, with advertising's share of the sector's expenditure projected to rise from one-fifth in 2020 to one-third by 2029. Internet advertising and OTT video are expected to lead this growth with CAGRs of 7.4% and 4.6% respectively to 2029. Video advertising is the fastest-growing category within internet advertising, with an 8.5% CAGR, and is anticipated to account for 29.3% of the market by 2029 (PwC, August 2025).
Hong Kong's ad spending increased by 12% year-on-year to HK$5.6 billion in January and February 2026, extending an upward trend since Q4 2025 (Marketing-Interactive, March 2026). Social media ranked first in ad spending channels for this period, with Instagram and Facebook seeing 39% and 30% year-on-year increases, respectively. Traditional media like television also recorded ad spend growth. This indicates a broader industry rebound, with particular strength in digital and social platforms. Despite an overall decline in 2025, admanGo reported a 5% year-on-year rebound in Q4 2025, suggesting a recovery in advertiser confidence (Marketing-Interactive, January 2026).
Read full article at magnite.com
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