OTT Targeting: 8 Best Ways to Reach Your Audience
by Cat Hausler
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In the ever-evolving landscape of streaming, as streaming services continue to raise their prices, consumers are starting to search for alternatives to those pricey ad-free tiers. According to a survey from Aluma Insights, 32% of viewers have said they reduced their time with subscription video-on-demand (SVOD) services in 2023. Instead, they’re opting to spend more quality time with free ad-supported streaming TV (FAST) — 40% of US adults have extended their time spent on these platforms in the past year. It’s no wonder this year’s forecast predicts a 4.5% uptick in FAST viewers, which would add up to a whopping 100.6 million in the US.
But how do consumers feel about the ad breaks on FAST platforms? An August 2023 ViewNexa survey reveals that 56% of viewers want their ad breaks on free ad-supported streaming TV services to be a snappy 30 seconds or less. And when it comes to tolerating a number of ad breaks, 65% responded that two or three breaks per hour on FAST services is just about their limit. Ultimately, with almost 40% of digital video viewers hopping on the FAST train in 2024, both platforms and advertisers alike will have to keep watch on consumer opinions of their streaming ad breaks to keep those satisfaction levels high.
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