Internet connected TV penetration exceeds one-quarter in APAC

Rob Clapp

An overview of connected/smart TV use in seven Asia Pacific countries between 2015 and 2018.

Over one-quarter of adults (aged 18+) in Asia Pacific have used a connected or smart TV, according to the latest data from the Reuters Institute for the Study of Journalism. Average connected/smart TV penetration in the region rose 5.5 percentage points (pp) to reach 28.3% this year. This follows strong growth since 2015, growing 12.4pp since then. However, this was below the global penetration level.

Of the seven markets covered, Australia registered the highest penetration at nearly 40% (38.1%). This was followed by Singapore (34.7%), while South Korea (32.5%) and Hong Kong (32.3%) followed closely behind. Over one-quarter (28.3%)...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands