PubMatic released new research, "How Co-Viewing Redefines Attention: Unlocking Shared Screens with Programmatic," highlighting that 78% of co-viewing in APAC occurs on CTV and 42% of consumers pay more attention to ads during shared viewing. The report, based on 3,500 respondents across seven APAC countries, positions programmatic CTV as a high-performing advertising environment due to increased ad attention, recall, and action rates during co-viewing moments.
PubMatic is arguing that co-viewing makes CTV a stronger performance channel than solo viewing, with higher attention, recall, and post-exposure action rates. For the streaming ad stack, that reinforces the case for programmatic CTV around predictable windows such as weekend evenings, prime time, late evening, family programming, movies, series, and live events. The company also ties the pitch to transparency, cost efficiency, and access to premium live inventory through its CTV-specific tools. Watch whether buyers shift more budget toward those shared-screen time slots and whether PubMatic keeps using the report’s APAC and Southeast Asia conversion numbers in its CTV sales push.
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