58% of Streamers Say They “Don’t Mind Ads or Commercials While Watching TV.”

2 Min Read

The number of platforms and streaming services available to consumers increased rapidly over the last year, and those consumers are now seeking to find ways to save money while still having access to their favorite shows. A recent survey on streaming preferences from Future Today and Variety Intelligence Platform found that more than half of consumers (50.6%) say that they prefer to use ad-supported services to reduce or eliminate their subscription fees, and 81% would rather use free ad-supported streaming than subscribe to another paid service.

So it may not come as a surprise that streamers who wish to watch free TV content have a higher tolerance for ads. TiVo’s new Video Trends Report Q2 2021 even found that, of those who watch ad-supported video-on-demand, 58% say they “don’t mind ads or commercials while watching TV.” This may also be in part because ads on streaming TV are also twice as likely to be considered relevant to viewer’s interests (and more than four times as likely for viewers ages 18-29). Ultimately, as viewers continue to seek out more free, ad-supported streaming content, advertisers who are looking to make a big impact with their campaigns should be looking to reach consumers on Connected TV.

Connected TV in the News

Even Paid Content Viewers Are Surprisingly Ad-Tolerant
MediaPost
Consumers in the U.S. and Canada are now spending an average of $112.10 per month on pay-TV bundles, and $31.80 per month on subscription video-on-demand/SVOD, according to TiVo’s Video Trends Report Q2 2021.

You Down With OTT? The MRC Says It’s Now CTV 
AdExchanger
The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as Connected TV.

Nielsen’s Grip Over TV Ratings Loosens Amid Streaming Boom 
Wall Street Journal
TV ratings company Nielsen has been the behemoth in its field for decades, but the shift toward streaming is disrupting its business model and prompting buyers and sellers of ads to look at alternatives.

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