Insight: Filipinos stream 2 billion hours of OTT per month, let’s talk about the new OTT landscape

MANILA, PHILIPPINES – With a recent Kantar study revealing that the Philippine market is the most attractive for advertising on OTT (over the top), adobo Magazine and The Trade Desk collaborated on exploring just what this meant for local brands. Open to the public, the two-part adobotTalks session kicked off with Part 1: The Brave New World of OTT. On April 14 we invite you to join Part 2: The Creative Possbilies of OTT where we go all-in on the potential of these platforms, showing how to use data-powered storytelling to your advantage!

The Philippine Daily Inquirer’s Pam Pastor kicked things off our first by introducing the panelists for the day, including Kantar Millward Brown’s Chito Jusi, The Trade Desk SVP of Sales for Trade Desk SEA and ANZ Mitch Waters, Viu Philippines Country Head Ms. Rianne Cader-Ku, and Unilever Philippines Media Director and former IMMAP chair, Dennis Perez.

The spirited discussion opened with Jusi walking the audience through the eye-opening results of the Kantar study, citing that, whether it was due to Covid or the increasing affordability of mobile data plans, the broadcast-quality streaming content offered by OTT is here to stay.


Based on the study, shared Jusi, Filipinos stream an average of 2 billion hours of OTT per month, representing 34% OTT penetration. Even more incredibly, of the country’s 36 million OTT users, 32% were recorded as watching 4 hours of programming per day! Given the current digital trends and prevailing global lockdowns, OTT could only be expected to grow, not just in the Philippines, but all over the world.


For more learnings and insights, you can view the entire webinar here:

Speaking in both his capacity as a brand and an industry expert, Perez noted that the migration of brands to the digital space in no way changed the mandate of advertisers to “go where the consumers are”. The challenge now, he said, lay in giving consumers reasons not to hit the “Skip” button.

Waters concurred, revealing that passion points such as food, health and beauty were among the most popular ads, “The format can be adapted to the medium, as with any digital execution, but for the most part, it boils down to identifying the audience and engaging with them in a way that is relevant and targeted.”

By way of example, Cader-Ku shared that, 2 years before Viu bowed in the Philippines, the company had invested in studying Filipino’s viewing habits, which led to the adoption of an ad-powered model for the platform’s launch. The platform’s success corroborated the Kantar study’s findings of Filipinos’ willingness to consume ads as a gateway to free content.

“On OTT,” said Perez, “People watch based on their passions…at the end of the day, people will not find advertising as intrusive if it’s aligned to their interests.” 

To learn more about the amazing world of OTT, join Part 2 of adobo Magazine and The Trade Desk’s deep dive into the State of Connected TV in the Philippines! Entitled, THE CREATIVE POSSIBILITIES, and taking place on April 14, the session will focus on creative executions, with panelists including red-hot creative agency Gigl’s Badong Abesamis, Asian Content Leader Viu Philippine’s Cy Langkay, and Unilever’s Dennis Perez. 

Join Part 2 & sign up for the report:


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