CTV Advertising Attention Time Increases With Age

2 Min Read

Viewers are more likely to pay attention to ads on apps that are paid or subscription-based, according to a study conducted by Yahoo and Publicis Media. The paid streaming formats’ average edge in ad attention may have to do with expected trade-off for subscription prices, as the study also found that viewers expect a better ad experience and are more critical of ads on paid streamers. However, nearly half of CTV viewers said they would rather pay less and receive some ads when adding a new streaming service.

The study also found that there were some distinctions in how different generations interacted with streaming services. Advertising attention was found to increase with age, and younger CTV viewers were found to be harder to engage. They also differed in their favored kinds of streaming platforms, with viewers under 18 being nearly 50% more likely to spend time with hybrid apps, and those between 18 and 29 nearly 60% more likely. For older generations, FAST platforms are most popular. Ultimately, the study’s findings suggest that it may be possible to use streaming service types to help target viewers based on demographics.

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