Magnite published Streams & Screens: Hong Kong on August 27, 2026, a survey of more than 900 Hong Kong streaming viewers that inverts the device pattern most North American media planning still assumes. Mobile reaches a larger share of streamers than connected TV in the market, viewers report tolerating up to seven minutes of ads per hour on ad-supported streaming, and the large majority say they watch television in shared household spaces, with strong engagement around short-form vertical video alongside traditional CTV viewing.
Why it matters: media buyers who plan Asia-Pacific budgets on a CTV-first, mobile-second template built for the US and UK are working from the wrong default in at least one major market. Hong Kong’s mobile-heavy, shared-viewing pattern changes which ad formats actually reach a household first and which get seen on a shared living-room screen later. “CTV now sits at the intersection of attention, culture and measurability,” said Johnny Ng, VP Marketing and Growth for Hong Kong at WPP Media, while Benjamin Li, Controller at MyTV Super, pointed to co-viewing as a distinct opportunity, noting the channel is “unlocking valuable co-viewing opportunities in premium household settings.”
The original insight: a single ad-tolerance number, seven minutes an hour, is a more useful planning input than most of the qualitative research vendors publish, because it gives buyers something to actually budget against rather than a directional sentiment. Expect more SSPs to publish market-specific tolerance and device data like this as the same DSPs racing to ship identical AI copilots this quarter look for a harder differentiator than shared features, following mobile ad tech’s own recent push to prove its reach beyond gaming inventory.
Source: Magnite
