USD 1.2 billion
Connected TV Ad Spend (USD)
Total advertising expenditure on connected TV platforms in Malaysia for 2026
35%
Percentage of Digital Ad Budget
Proportion of total digital advertising budget allocated to connected TV
2 hours 15 minutes
Average Weekly CTV Viewing Time
Average time Malaysian consumers spend watching connected TV weekly
68%
CTV Penetration Rate
Percentage of Malaysian households with access to connected TV devices
1,150
Number of Active CTV Advertisers
Number of brands actively advertising on connected TV platforms in Malaysia
The connected TV advertising market in Malaysia is projected to reach USD 1.2 billion in 2026, reflecting rapid growth driven by increased household penetration and digital transformation. Advertisers are shifting budgets towards CTV as consumer consumption habits evolve, with 35% of the digital ad spend now dedicated to connected platforms. The high penetration rate of 68% indicates broad adoption, making CTV an essential channel for reaching Malaysian viewers.
Average weekly viewing time of 2 hours and 15 minutes highlights strong audience engagement with connected TV content. This trend offers brands valuable opportunities for targeted advertising and immersive campaigns. The rising number of active advertisers, totaling over 1,150, demonstrates confidence in CTV’s effectiveness. As digital literacy improves and internet infrastructure advances, the CTV advertising ecosystem in Malaysia is poised for continued expansion.
Frequently Asked Questions
What is driving the growth of connected TV advertising in Malaysia?
Factors include increased household penetration, shifting consumer viewing habits, improved internet infrastructure, and the effectiveness of targeted advertising on CTV platforms.
How does connected TV advertising compare to traditional TV advertising in Malaysia?
Connected TV offers more targeted, interactive, and measurable advertising options, with higher engagement levels, making it a more efficient channel than traditional TV.
Disclaimer: All statistics presented are 2026 estimates and projections based on industry trend analysis, historical data, and publicly available research. Individual data points may vary from actual figures.