How Australians feel about advertising-supported streaming

Jonas Leupe via Unsplash.

Australian viewers prefer the connected TV (CTV) ad experience over linear television, according to Integral Ad Science in Press Play: CTV and Ads, a study conducted in March with more than 500 participants.

The survey found most (94%) think there are features of the CTV ad experience that make it better than linear TV.

The ability to skip ads, fewer ads and shorter ads are critical differentiators for connected TV.

People are streaming with CTV, and most are watching at least some ad-supported content with 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.

YouTube with ads is the top ad-supported content on CTV, with 73% of consumers using their connected TV to watch YouTube with ads.

More than half (53%) of consumers say they will view an ad to completion if it is relevant to the content they are watching.

Jessica Miles, country manager of ANZ for Integral Ad Science, said: "Australian consumers have been quick to embrace CTV and streaming platforms as the future of television. They have high expectations for ad relevance in these new digital environments.

“The SVOD market in Australia is at saturation point, and publishers are pivoting to offer AVOD to maintain profitability and retain audiences.The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement, and CTV's ability to be bought programmatically.

"Combining transparency and programmatic efficiency will allow advertisers to reach wide audiences more efficiently and engagingly."

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