In the Connected TV (CTV) session at MMA Innovate 2025, moderated by Yagika Madan from Xapads Media, it was predicted that CTV growth will continue to rise with a CAGR of 8.84% until 2029, reaching a market value of USD 55.14 billion.
Ramadan: A Strategic Moment for CTV
Ramadan is seen as a key opportunity for brands to connect with audiences through CTV. Changes in media consumption patterns during Ramadan pave the way for more personalized and relevant advertisements. According to Kino Indonesia’s General Manager, Head of Creative & Digital Marketing, Christian Widi Nugraha, CTV allows for stronger content personalization compared to traditional media.
“We are witnessing a significant shift in how audiences consume entertainment. CTV offers flexibility and personalization, enabling marketers to more effectively target consumers,” said Christian during the MMA Innovate Indonesia 2025 session in Jakarta on January 22, 2025.
Although there is a shift towards personalization, consumer viewing habits during Ramadan remain centered around pre-iftar and pre-dawn meal times. However, changes are occurring in the types of content consumed, with significant increases in religious content, food-related content, and family-themed films.
Data on CTV Consumption Growth
According to Viu Indonesia’s Country Manager, Avijit Dutta, content consumption on Connected TV in Indonesia has surged by 12–15%, while Korean content consumption has reached 20%.
“This change is not only occurring during Ramadan but consistently throughout the year. However, the momentum of Ramadan accelerates CTV adoption more significantly,” Avijit explained.
Based on a YouGov survey, increased media consumption during Ramadan shows specific trends. YouGov’s Data Product Director, Ali Aria, noted that content preferences during Ramadan are dominated by:
- Religious content
- Food-related content
- Family films
Meanwhile, outside of Ramadan, the most popular content includes action, comedy, and drama.
Marketers’ Strategies to Optimize Connected TV During Ramadan
Ali Aria also highlighted three key strategies for advertisers to leverage the surge in CTV consumption during Ramadan:
- Personalization and Emotional Connection – Advertisements should be unique and emotionally engaging to resonate with the audience.
- Short Ad Duration – Audiences are more likely to watch ads under 15 seconds, so marketers must optimize storytelling within a short timeframe.
- Second-Screen Utilization – Many viewers use mobile phones while watching CTV, so integrating interactive ads across multiple devices can enhance engagement.
With changes in media consumption and the content personalization offered by CTV, brands have a great opportunity to enhance the effectiveness of their advertisements. Ramadan serves as a strategic moment to drive growth and innovation in data-driven marketing strategies on CTV.
This is a press release article re-written based on MMA Global Indonesia’s Media Partner: Liputan6, authored by Agustinus Mario Damar.
