Study: 75% of Filipinos eye new streaming subscriptions as ad-supported viewing rises

Filipinos are embracing streaming at an unprecedented pace, with ad-supported platforms at the centre of their viewing habits. Magnite’s “Streams and Screens: The Philippines” study finds that 75% of viewers plan to sign up for a new streaming service in the next 12 months, reflecting a market hungry for fresh content and open to new offerings.

Streaming is now near-universal, with the average Filipino using six different services and 80% saying they stream more this year than last. On average, ad-supported viewers are willing to watch seven minutes of advertising for every hour of streaming. While mobile devices remain dominant, connected TV (CTV) is gaining traction - 72% are now watching content on TVs, often in shared living spaces.

Magnite notes that this creates high-impact opportunities for advertisers, as 79% of CTV viewers usually watch with others, and 71% said ads are more memorable when seen during co-viewing.

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“This research uncovers how Filipinos are engaging with ad-supported streaming - going beyond device access and connectivity to reveal when, where, and how they are watching, while offering a deeper, more human lens on what drives viewing and purchase decisions,” the report stated.

Importantly, 77% said ads in the same language as the content are more effective, while 84% are more likely to pay attention to ads targeted to their interests. Cultural alignment also matters - three-quarters report a stronger connection to ads reflecting local culture.

The research points to a growing acceptance of ad-supported streaming models, with 82% of respondents said they would be likely to sign up for a lower-cost, ad-supported tier from major subscription platforms if available.

This openness extends across platforms: 71% of Filipinos said they are likely to engage with actionable ads such as QR codes, and 74% are more inclined to take action when seeing the same ad across multiple devices.

Filipino streamers are most interested in food and clothing, with Christmas and New Year marking the peak spending season. Music and podcasts top their entertainment choices, and 90% are active on the open internet - streaming, gaming, or listening outside of walled gardens.

With nearly half of viewers already encountering consistent messaging across screens, Magnite suggests advertisers can enhance impact by pairing CTV’s communal setting with targeted, cross-device strategies. The result, it said, is greater reach, stronger recall, and higher engagement without inflating costs.

“With mobile streaming steady during the day and CTV peaking at night, brands have 24/7 access to engaged viewers. A consistent presence across these touchpoints will help your message land whenever and wherever your audience tunes in,” the report added.

The Philippines’ streaming audience - estimated at over 100 million - is not only growing but also evolving in how it consumes and responds to advertising. For marketers, the opportunity lies in blending relevance, localisation, and multiscreen strategy to tap into one of Southeast Asia’s most engaged streaming markets.

Magnite surveyed more than 800 Filipino streaming viewers between May and June 2025.

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