Planning CTV campaigns for outcomes
Across Southeast Asia and India, streaming has become one of the few channels where marketers can control not just who they reach, but how that reach performs.
Ad-supported streaming now reaches between 72% and 94% of audiences across the region, with India alone contributing 547 million viewers choosing to watch ads in exchange for content access. At the same time, 74% of APAC marketers plan to increase CTV and OTT investment (Nielsen 2025). Marketers can use the Matrix to direct this investment towards the campaign outcomes their brands need.
Two campaigns can buy identical streaming inventory and achieve different results. The Matrix also shows why; the combination of timing, device, co-viewing, and content determines whether the same placement delivers awareness, response, preference, or share of voice.
A matrix for what streaming delivers
The Matrix organises streaming environments across two variables that determine campaign performance:
Attention: whether the environment grabs or retains attention
Consumption: whether reach is broad or targeted
Together, these produce four distinct campaign outcomes:
Brand awareness
Immediate response
Brand preference
Sustained share of voice
Built by the region, for the region
The New Economics of Streaming whitepaper brings together regional data and case studies from across Southeast Asia and India, showing how different combinations of attention and consumption translate into results.
The Attention x Consumption = Effectiveness Matrix consolidates what is already working into a single, usable reference.
For marketers increasing investment in streaming, it offers a clearer way to plan for results from the start.
The IAB SEA+India CTV/OTT Council unites streaming specialists from platforms, agencies, publishers, and measurement partners with expertise in programmatic buying, content strategy, audience measurement, and campaign performance. Through collaboration and consensus, the Council provides trusted industry guidance on how to plan, buy, and measure streaming advertising for responsible growth.