Video advertising platform Unruly today released a study that investigates consumer attitudes and consumption habits in Singapore around connected TV (CTV) during the COVID-19 pandemic.  

CTV consumption is on the rise in Singapore, with previous research by Unruly showing that 43% of Singapore consumers are spending more time watching CTV content since the start of the pandemic. But as CTV usage continues to accelerate, marketers are trailing behind with their media plans. 

Unruly’s study looks closer at the Singapore CTV landscape six months after the global outbreak of the COVID-19 pandemic. 

As the pandemic has rapidly accelerated the growth of CTV, it’s more important than ever before that brands understand and embrace the medium. Almost 43% of Singapore consumers have tried a new ad-supported streaming service since the outbreak of the COVID-19 pandemic. Of those, 81% say they will continue to do so. 

Additional key findings include: 

·         87% of the Singapore population now have access to CTV content through various devices, with 42% now owning three or more devices; 

·         77% of Singaporeans say they would prefer to watch their favourite TV programmes for free with ads rather than pay for an ad-free experience; 

·         77% of Singapore consumers plan to reduce the amount they pay for TV services — 34% plan to switch to free-ad-supported services, 33% plan to reduce the number of paid for streaming services they use, and 29% plan to cancel their cable TV; 

·         More relevant targeting and greater personalisation mean CTV ads performs better than the TV average in Singapore across key indicators. Compared to the average TV viewer in Singapore, after seeing an ad on TV, ad-supported CTV users in Singapore are: 

o    13% more likely to tell a friend about a brand;  

o    14% more likely to buy a product;  

o    6% more likely to visit a store or website;  

o    7% more likely to search for a brand; 

o    9% more likely to have an improved opinion of the brand. 

“Singapore consumers’ pivot to CTV is an opportunity for brands to reach audiences at scale in a highly targeted, personalised way that has, until now, not been possible,” said Rebecca Waring, global VP of insights and solutions at Unruly.  

“Following our acquisition by Tremor International, Unruly has shifted from an outstream video specialist to become one of the biggest video platforms in the world. From this unique position, we can help advertisers seize on the opportunities CTV presents like never before. Together with our sister brand Tremor Video, Unruly offers advertisers the most cutting-edge CTV advertising solutions.” 

To view the full study, click here.  

Methodology 

Unruly, which is part of Tremor International, surveyed 512 Singapore consumers in September 2020 for this study.