Connected TV advertising in Asia-Pacific is expected to almost double in value, reaching $21 billion by 2031, according to the Asia Pacific Advertising Trends 2026 report from Media Partners Asia. The forecast tracks net advertising spend across 14 APAC markets and reflects a structural shift: audiences are moving from traditional linear television to connected devices and streaming platforms.
CTV sits at the intersection of two trends marketers care about: the big-screen viewing experience and digital advertising infrastructure. That means brands can combine the emotional impact of television with audience data, programmatic buying and stronger attribution. For media teams, the question is shifting from whether to invest in connected TV to how quickly budgets should move.
The same report projects the region’s overall advertising market to grow 5.3% in 2026, reaching $276 billion, with digital channels accounting for 75% of total spend. By 2031, the APAC advertising market is expected to hit $335.5 billion, and digital’s share is forecast to rise to close to 80%.
Premium AVOD is the fastest mover
Premium ad-supported video-on-demand is projected to reach $23 billion by 2031, growing faster than any other video segment tracked in the analysis.
Premium AVOD also changes the streaming economics. Advertisers gain access to audiences that have chosen ad-supported tiers over subscriptions, often with lower barriers to entry for advertisers and digital measurement built in.
For advertisers, the appeal is straightforward. These formats combine big-screen brand impact with digital-style targeting, frequency control and measurement—capabilities that traditional linear television has struggled to deliver at the same level.
Why this matters for marketers
India and other Asian markets are at varying stages of CTV maturity, but the strategic direction is consistent. As smart TVs, streaming sticks and ad-supported platforms expand, video budgets will follow audiences. Media planners who still treat TV and digital as disconnected silos risk missing the convergence happening on the connected screen.
For Indian marketers, the APAC trajectory offers a useful forward indicator. Television still commands a significant share of brand budgets, but as streaming services expand their ad-supported offerings and connected devices become more common, the balance of video investment is likely to change.
Here is a simple framework to act on the APAC signal:
- Map the audience shift: identify how much of your target audience now watches streaming or connected TV versus linear.
- Test premium AVOD: reserve a small budget for ad-supported streaming to learn what inventory works.
- Unify measurement: track CTV, AVOD and linear video together to manage frequency and avoid waste.
- Start in 2026-27: do not wait for 2031—use small, measurable experiments to build internal capability now.
The bigger picture
The $21 billion CTV projection and the $23 billion AVOD forecast are not isolated numbers. They sit inside a broader digital shift that could take nearly 80% of APAC ad spend by 2031. For brand and performance teams alike, connected TV is becoming a core channel rather than a niche experiment.
Source: ETBrandEquity.com
