Market Insights Advertising & Media Advertising

TV & Video Advertising - Singapore

Singapore

Ad spending in the TV & Video Advertising market in Singapore is expected to reach US$455.40m in 2024.
The largest market in Singapore is Digital Video Advertising, with a market volume of US$295.30m in 2024.
When compared globally, the United States leads in ad spending, with US$144.60bn in 2024.
The projected average ad spending per user in the Digital Video Advertising market in Singapore is US$49.79 in 2024.
By 2029, the number of TV Viewers in Singapore is estimated to reach 7.1m users.
Singapore's TV & Video Advertising market is rapidly shifting towards programmatic buying, leveraging data-driven insights for targeted ad placements.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Singapore has been experiencing significant growth in recent years.

Customer preferences: Singaporean consumers have shown a strong preference for digital content consumption, with a particular focus on video. This has led to an increase in demand for TV and video advertising, as companies seek to reach their target audience through these popular channels. Additionally, Singaporeans are known for their tech-savviness and high smartphone penetration, which further drives the demand for digital advertising.

Trends in the market: One major trend in the TV & Video Advertising market in Singapore is the shift towards programmatic advertising. Programmatic advertising allows companies to target specific audiences and optimize their ad spend, resulting in more effective campaigns. This trend is driven by advancements in data analytics and artificial intelligence, which enable advertisers to better understand consumer behavior and deliver personalized content. Another trend in the market is the rise of mobile video advertising. With the increasing popularity of smartphones and mobile devices, Singaporeans are consuming more video content on-the-go. This presents a unique opportunity for advertisers to reach consumers in a more targeted and engaging way. As a result, mobile video advertising has become an integral part of many marketing strategies in Singapore.

Local special circumstances: Singapore is known for its highly developed and competitive media industry. The country has a well-established infrastructure for TV and video advertising, with a wide range of local and international broadcasters. This competitive landscape provides advertisers with a variety of options to reach their target audience effectively. Furthermore, Singapore is a global business hub and a gateway to the Southeast Asian market. Many multinational companies have their regional headquarters in Singapore, making it an attractive market for advertisers looking to expand their reach in the region. This international presence further fuels the demand for TV and video advertising in the country.

Underlying macroeconomic factors: Singapore has a strong and stable economy, with a high GDP per capita. This affluence translates into higher consumer spending and a greater demand for products and services. Advertisers recognize the potential of the Singaporean market and are willing to invest in TV and video advertising to capture the attention of affluent consumers. In addition, Singapore has a well-developed infrastructure and a highly educated workforce. This enables advertisers to create high-quality content and deliver it through various channels effectively. The country's advanced telecommunications network and widespread internet connectivity also contribute to the growth of the TV & Video Advertising market. Overall, the TV & Video Advertising market in Singapore is thriving due to customer preferences for digital content consumption, trends towards programmatic and mobile video advertising, local special circumstances such as a competitive media industry and international presence, and underlying macroeconomic factors such as a strong economy and advanced infrastructure.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.