8 Connected TV and Streaming Ad Platforms Expanding Across Asia-Pacific
Programmatic CTV ad spend surged 43% in Southeast Asia. This directory profiles 8 major platforms enabling cross-market buying as APAC marketers reallocate 40% of budgets to connected TV.
Connected TV advertising in Asia-Pacific isn't just growing. It's exploding. Open programmatic CTV ad spend in Southeast Asia surged 43% in Q1 2025 versus 2023, and 57% of APAC marketers are now reallocating at least 40% of their budgets to CTV for targeted, data-driven campaigns.
For CMOs and marketing executives, this shift presents both opportunity and complexity. The APAC CTV market is forecast to grow 14.4% in 2025, with India leading at 32.5% growth and Australia at 24.8%. Digital advertising now represents 70% of total media spending across the region, with online video revenues projected to grow from US$64 billion in 2024 to US$89 billion by 2029.
But which platforms actually deliver programmatic access to this massive inventory? This directory profiles the eight major CTV and streaming ad platforms enabling programmatic buying across Asia-Pacific markets, examining their capabilities, market reach, and partnership ecosystems to help you make informed allocation decisions.
The Trade Desk
The Trade Desk has established itself as a critical demand-side platform (DSP) for CTV buying across APAC markets by securing programmatic access to premium local OTT inventory. The platform provides advertisers with direct connections to Singapore's meWATCH and Hong Kong's ViuTV, two of the region's most valuable streaming properties.
Key Details:
- Platform Type: Demand-side platform (DSP)
- Geographic Reach: Global with strong APAC presence
- Local Inventory: meWATCH (Singapore), ViuTV (Hong Kong)
- Market Position: Leading independent DSP for programmatic CTV
The Trade Desk's strength lies in its ability to aggregate fragmented Asian streaming inventory into a single buying interface, allowing marketers to execute cross-market campaigns without managing multiple direct relationships. As programmatic CTV ads in APAC grow at over 24% in 2025, outpacing other digital formats, The Trade Desk's local inventory partnerships position it as an essential access point for brands seeking premium Asian audiences.
Samsung Ads
Samsung Ads has transformed smart TV homescreen real estate into one of Asia's most valuable advertising properties. The platform reaches 12 million unique viewers across Malaysia, Philippines, Thailand, Vietnam, Hong Kong, Taiwan, and Indonesia, targeting higher-income households where smart TV penetration exceeds 50%.
Key Details:
- Platform Type: Smart TV advertising platform
- Geographic Reach: Seven Asia-Pacific markets
- Unique Viewers: 12 million across coverage markets
- Ad Performance: 67% awareness, 74% engagement among Southeast Asian streamers
- Targeting Capabilities: TV model, screen size, newly activated devices, dayparting, ISP data
Samsung Ads' homescreen placements capture attention at the "front page of the living room" before viewers even select content. Through its exclusive partnership with Teads for 2026-2027, the platform offers rotational placements and roadblock opportunities with sophisticated targeting that goes beyond traditional demographic data. Viewers in these markets are receptive to seven to eight minutes of ads per hour amid rising CTV usage, creating substantial inventory for brands.
Magnite
Magnite operates as a critical supply-side platform (SSP) connecting programmatic buyers to CTV inventory across Southeast Asia. The company strengthened its programmatic advertising partnership with Samsung Ads on Samsung TV Plus, using TV data from millions of smart TVs to enable sophisticated programmatic CTV buying.
Key Details:
- Platform Type: Supply-side platform (SSP)
- Partnership: Samsung TV Plus in Southeast Asia
- Data Source: Millions of smart TVs across the region
- Market Focus: Simplifying buying in fragmented APAC markets
As APAC digital ad spend approaches US$489.3 billion by 2029, Magnite's role becomes increasingly valuable. The platform addresses a fundamental challenge in Asian CTV advertising: market fragmentation. By consolidating Samsung TV Plus inventory and providing unified programmatic access, Magnite enables brands to execute regional campaigns efficiently while maintaining the targeting precision that makes CTV attractive compared to linear TV.
Teads
Teads secured exclusive rights as local reseller for Samsung Smart TV homescreen display and video advertising across seven Asia-Pacific markets for 2026-2027. This partnership positions Teads as the gateway to one of the region's most impactful CTV advertising opportunities.
Key Details:
- Platform Type: Across multiple platforms advertising platform
- Exclusive Partnership: Samsung Smart TV homescreen (2026-2027)
- Markets: Malaysia, Philippines, Thailand, Vietnam, Hong Kong, Taiwan, Indonesia
- Ad Performance: 67% awareness, 74% engagement rates
- Reach: 12 million unique viewers in higher-income households
Teads brings campaign expertise across multiple platforms to Samsung's homescreen inventory, allowing brands to integrate CTV placements with broader digital strategies. The company's research shows Southeast Asian streamers are highly receptive to homescreen advertising, with engagement rates significantly exceeding traditional display formats. For brands seeking premium placement with measurable performance, Teads provides both the inventory access and campaign management expertise.
Viu
Viu operates as the number one OTT platform in Southeast Asia with 60.7 million monthly active users across 16 Asian markets. The Hong Kong-based PCCW-owned streaming service offers programmatic ad inventory through its ad-supported free tier (AVOD model), creating one of the region's largest addressable streaming audiences.
Key Details:
- Platform Type: Streaming service with AVOD model
- Monthly Active Users: 60.7 million across 16 markets
- Premium Subscribers: 15.5 million
- Content Focus: Asian content, Korean dramas, Viu Originals
- Ad Model: First-run episodes available 72 hours post-broadcast with ads
Viu's programmatic partnership with InnovationOne in the Philippines demonstrates how regional streaming platforms are opening inventory to data-driven buying. The partnership enables targeting, integrated branded content, and campaigns across multiple platforms tied to premium Asian content that attracts young, digital-first audiences. With Canal+'s US$300 million investment backing continued expansion, Viu represents sustained programmatic inventory growth across Southeast Asia.
StackAdapt
StackAdapt provides programmatic access to critical local OTT inventory in Singapore and Hong Kong, two of Asia's most valuable advertising markets. The platform offers connections to Singapore's meWATCH and Hong Kong's ViuTV and myTV SUPER.
Key Details:
- Platform Type: Demand-side platform (DSP)
- Local Inventory: meWATCH (Singapore), ViuTV and myTV SUPER (Hong Kong)
- Market Focus: High-value Singapore and Hong Kong markets
- Platform Specialty: Multi-channel programmatic buying
StackAdapt's access to meWATCH and Hong Kong streaming properties fills a critical gap for brands seeking premium inventory in these affluent markets. Hong Kong's Now TV and myTV SUPER support addressable TV for personalized advertising, enabling sophisticated targeting capabilities that mirror digital advertising precision. For brands prioritizing Singapore and Hong Kong in their APAC strategies, StackAdapt provides essential programmatic access points.
LG Ads
LG Smart TV topped Pixalate's September 2025 global Bundle ID report for the LG app store, with the top 100 most popular IDs for advertising. This performance indicates strong CTV supply and advertiser demand across APAC markets where LG maintains significant smart TV market share.
Key Details:
- Platform Type: Smart TV advertising platform
- Market Position: Top-ranked in Pixalate September 2025 Bundle ID report
- Geographic Reach: Global with strong APAC presence
- Inventory Type: LG app store and smart TV homescreen
While less visible than Samsung's aggressive APAC expansion, LG Ads represents substantial programmatic inventory across the region. The platform's top ranking in advertising bundle IDs suggests both scale and advertiser confidence. For brands seeking to diversify smart TV partnerships beyond Samsung, LG provides alternative access to the living room screen.
meWATCH
Singapore's meWATCH operates as a critical local OTT property accessible through multiple programmatic platforms including The Trade Desk and StackAdapt. As Singapore's leading free-to-air broadcaster Mediacorp's streaming service, meWATCH provides advertisers with access to one of Asia's wealthiest and most digitally engaged markets.
Key Details:
- Platform Type: Local OTT streaming service (Singapore)
- Programmatic Access: Available via The Trade Desk, StackAdapt
- Market: Singapore
- Content: Local and international programming
Singapore's small but affluent population makes meWATCH inventory particularly valuable for brands targeting high-income Asian consumers. The platform's availability through multiple DSPs provides flexibility in programmatic buying approaches, allowing brands to integrate Singapore streaming inventory into broader APAC campaigns or execute market-specific strategies.
Strategic Considerations for Platform Selection
Choosing among these eight platforms requires understanding your specific market priorities and campaign objectives. Brands seeking broad Southeast Asian reach should prioritize Samsung Ads through Teads' exclusive partnership, which delivers 12 million viewers across seven markets with proven engagement rates.
For programmatic buyers executing multi-market campaigns, DSPs like The Trade Desk and StackAdapt provide aggregated access to local inventory without managing multiple direct relationships. Their connections to premium properties like meWATCH and ViuTV simplify cross-border execution.
Brands focused on content-aligned advertising should examine Viu's 60.7 million monthly active users and AVOD model, which creates natural alignment between Asian content and brand messaging. The platform's partnership with InnovationOne demonstrates how streaming services are opening sophisticated targeting capabilities previously unavailable in traditional TV buying.
Smart TV manufacturers Samsung and LG offer homescreen placements that capture attention before content selection, achieving awareness and engagement rates that exceed traditional display advertising. These placements work particularly well for brands seeking mass reach within specific markets rather than niche audience targeting.
The 43% growth in open programmatic CTV spend across Southeast Asia in Q1 2025 reflects fundamental shifts in how Asian consumers access video content and how brands reach them. With 80% increases in CTV usage among Southeast Asian viewers and continued expansion forecast through 2025, these eight platforms represent the primary access points to one of the world's fastest-growing advertising opportunities.
As linear TV budgets continue shifting to programmatic CTV, understanding platform capabilities, market reach, and partnership ecosystems becomes essential for effective allocation of the 40%+ of budgets that APAC marketers are directing to connected TV advertising.
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