PubMatic released a report titled "How Co-Viewing Redefines Attention: Unlocking Shared Screens with Programmatic" focusing on video consumption and advertising effectiveness in APAC markets. The research analyzes how co-viewing behaviors in the region present opportunities for brand engagement, particularly through programmatic solutions. It examines content viewing, daypart/weekpart behaviors, device/platform preferences, and advertising impact across seven APAC countries.
PubMatic is arguing that co-viewing should be treated as a distinct attention environment, not just extra household reach, and it ties that view to programmatic activation across APAC video. For the streaming ad stack, the practical point is that device, platform, and time-of-day behavior matter when multiple people are watching the same screen. The report spans seven APAC markets and specifically organizes its findings around content viewing, daypart and weekpart behavior, device preferences, and advertising impact; those are the signals to watch for in the underlying study.
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