The Philippines has seen rapid growth in connected TV advertising, with a projected spend of USD 850 million in 2026. This reflects increased digital consumption, especially among younger audiences who favor streaming platforms. Marketers are reallocating budgets to connected TV to target viewers more effectively and capitalize on high engagement rates. The surge is driven by expanding internet infrastructure and affordable smart TVs nationwide.
With 22 million connected TV users, advertisers have a broad audience base. The average ad spend per user is estimated at USD 38.64, indicative of rising investment in digital content. The annual growth rate of 35% underscores the increasing importance of connected TV as a key channel. Filipino consumers are shifting towards streaming services, making connected TV a vital component of the digital advertising ecosystem.