Over the past few years, what would have once seemed unthinkable has become standard practice in the streaming video marketplace – virtually all subscription services have launched ad-supported offerings. As a result of formerly ad-free platforms like Netflix, Disney+, and Amazon Prime Video rolling out ad-supported tiers, and free ad-supported streamers (FASTs) grow their reach, the vast majority of viewers are now watching ads when they stream video.
The Hub TV Advertising: Facts vs. Fiction study has consistently shown viewers are receptive to advertising, particularly when it saves them money on subscriptions. With monthly rate increases on the horizon, are viewers becoming more open to ad-supported options? How does the changing advertising landscape impact perceptions of streaming services and the ad experiences they offer?
- How has consumer acceptance of advertising in streaming content evolved over time?
- What is the average viewer’s awareness of the various free and tiered service offerings, and how do their perceptions vary by brand?
- What is the interplay between the ad experience and overall platform satisfaction and loyalty?
- What are the choice drivers between Live vs. On-Demand viewing, and how does ad acceptance vary across use cases?
- What advertising formats and features offer the best experiences in the minds of consumers?
The goal of the study is to help streaming services, media agencies, advertisers, and distributors better understand how to present advertising that enhances viewers’ engagement and satisfaction with the streaming video experience.
Source: Interviews with 3,000 US TV Viewers age 14-74
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