Connected TV (CTV) is rapidly transforming media consumption patterns across Indonesia, and its impact becomes even more pronounced during Ramadan. As media consumption soars during this festive period, brands have a unique opportunity to engage audiences in an environment that fosters communal and personalized viewing experiences.
The Growth Trajectory of CTV in Indonesia
With an annual growth rate of 8.84% CAGR, CTV is projected to reach a market volume of $55.14 billion by 2029. The increasing adoption of CTV is reshaping how audiences consume content, blending traditional viewing habits with modern, on-demand experiences. Notably, Ramadan serves as a catalyst for this shift, as families gather to consume religious, culinary, and family-oriented content, often leading to a surge in streaming viewership.
Shifts in Consumer Behavior During Ramadan
Ramadan presents a distinct shift in content preferences. While action films, comedies, and dramas dominate viewing trends outside the holy month, Ramadan sees a higher demand for religious programs, cooking shows, and family-friendly content. Research suggests that 70% of CTV viewership happens in group settings, making it a shared experience that fosters deeper engagement.
This shift is also reflected in peak viewing hours. Consumption rates are highest during Nabuludin (pre-fast breaking) and Sahur (pre-dawn meal), aligning with CTV’s primetime hours of 3 PM to 1 AM on weekdays. As a result, advertisers have a strategic window to capture audience attention during these key moments.
Connected TV vs. Traditional TV: A Data-Driven Advantage
One of the key advantages of CTV over linear TV is its ability to offer real-time insights and advanced targeting capabilities. Unlike traditional broadcasts, CTV enables:
- Personalized advertising: Data-driven algorithms tailor ads to viewer preferences, increasing engagement and relevance.
- Second-screen integration: Many viewers simultaneously browse social media or shop online while watching CTV, offering additional engagement touchpoints for brands.
- Shoppable ads: Emerging innovations in CTV advertising allow seamless transitions from viewing content to purchasing products directly from the screen.
Strategic Approaches for Marketers
As competition for audience attention intensifies, marketers must adopt a strategic approach to maximize CTV campaigns’ effectiveness. Key takeaways include:
- Memorable and Concise Messaging – Viewers typically recall fewer than five ads per session, making it critical to create impactful, short-form advertisements (ideally under 15 seconds).
- Multi-Channel Integration – CTV should not stand alone in the marketing mix. Brands must leverage cross-platform strategies, including social media and digital ads, to create a cohesive brand narrative.
- Continuous Experimentation – Testing new formats, audience segments, and creative approaches will be key to understanding what resonates with consumers.
- Measurable Impact – Brands should implement pre- and post-Ramadan measurement frameworks to track campaign effectiveness and optimize future efforts.
The Future of Connected TV in Indonesia
CTV penetration in Indonesia is projected to reach 25-50% by 2029. The technology’s evolution will introduce even more interactive formats, such as choice-based ads and AI-driven content recommendations. Marketers who embrace these innovations will be well-positioned to enhance audience engagement and maximize advertising ROI.
As the media landscape shifts, collaboration among ecosystem partners—including content providers, advertisers, and technology platforms—will be essential in driving the next phase of CTV’s growth in Indonesia. With its ability to deliver high-quality, data-driven, and immersive experiences, CTV is set to redefine Ramadan viewing habits and beyond.
