Brands win in perception when advertising on streaming

By AdNews | 7 July 2023
Alex Spurzem.

Brands advertising on streaming platforms are seen to be five times more modern and more innovative when compared to those in non-streaming environments, according to findings from a global report, Is TV just TV?, by Samsung Ads.

For respondents aged 18-34, the perception of being more modern jumped to eight times and the perception of being more innovative jumped to six times.

Respondents also perceived brands advertising on streaming as three times more relevant, premium and unique than those brand ads seen in non-streaming environments. For the younger demographic - 18-34 year olds - this jumped to five times more.

Created with research company Verve, the study compares key markets in Europe and Asia Pacific to better understand the latest perceptions and habits around watching TV. This includes the importance of quality content, preferences between platform types, and methods of discovery.

Subscription (SVOD) and free streaming (FAST/AVOD) viewership is due to increase more than any other channel or service, including non streaming, in the next 12 months, growing 45% and 30%, according to respondents,

Over the next 12 months, Australia is expecting the biggest viewership growth in SVOD (44%) and the lowest growth in cable and broadcast TV channels (both 21%). Four out of five Aussies (82%) watch streaming services multiple times per week while those watching non-streaming TV channels multiple times per week (64%) is less than all other markets (74%).

Almost two thirds (64%) of those surveyed agree that content is improving on free streaming services, resulting in 78% of viewers watching free streaming alongside their SVOD (paid subscription video on demand) services. Australia is set to become a top five market for free ad-supported streaming TV by 2027, with revenues exceeding $300M.

Alex Spurzem, GM of Samsung Ads Australia, said Australia has become a streaming-first nation and it’s clear that the appetite for ads is growing.

"However, what this report highlights is that Aussies ultimately gravitate towards great content no matter the format," he said.

"If TV is just TV in the eyes of viewers, marketers have a huge untapped opportunity to reach streaming audiences as part of their total TV mix.”

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