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NAVIGATING THE FUTURE OF OTT
ADVERTISING IN SINGAPORE

The Over-the-Top (‘OTT’) landscape in Singapore is evolving rapidly, driven by changing consumer habits and the rise of digital advertising. Viewers are increasingly engaging with ad-supported platforms, balancing free, ad-supported content with premium, ad-free services, influenced by accessibility, cost, and a preference for localised content.  

In Singapore’s OTT Video market, the number of users is projected to reach 4.5 million by 2029, with user penetration increasing from 68.3% in 2025 to 72.8% by 2029.  

At the same time, advertisers are leveraging OTT’s precise targeting and measurable performance to enhance their media strategies.  

This report analyses survey findings to explore the behaviours, preferences, and strategies shaping Singapore’s OTT ecosystem, offering actionable insights for stakeholders looking to optimise their approach in this growing market.  

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60%

of viewers choose ad-supported OTT platforms due to low cost

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73%

of advertisers in Singapore have a positive perception of OTT ads

69%

of Singaporean OTT viewers take action after seeing an ad