FreeWheel & Dynata Research Finds Streaming Content Wins Over Viewers, but Intrusive Ads Can Harm Their Experience

"Streaming has become the favoured viewing method among audiences, driven by content choice and availability, with more than 40% of viewers saying access to desirable content is better than five years ago. With the vast majority watching at least some ad-supported services, publishers must continue to enhance all parts of the overall viewing experience, including ad breaks, to best drive advertiser outcomes and monetise their premium inventory."

"Content is the primary driver of satisfaction, with 73% citing the availability of programming they like to watch as the factor they most enjoy about streaming services, followed by value for money (63%). Nearly half of respondents exclusively watched streaming services with ads, while just under half said they had deliberately selected a plan with ads when they signed up for a service."

"AVOD viewers are +10% more likely to find ads intrusive than those watching traditional TV, with 39% of those who find ads disruptive saying they appear at the wrong time, interrupting on-screen dialogue. More than half of streaming viewers report seeing the same ads repeatedly, highlighting the need for greater frequency management and relevancy."

European viewers have embraced streaming as their primary TV format, with over 83% expressing satisfaction with their streaming experience. Content availability drives satisfaction most significantly at 73%, followed by value for money at 63%. Nearly half of viewers exclusively watch ad-supported streaming services, indicating widespread acceptance of advertising in streaming content. However, ad-supported video on demand (AVOD) viewers are 10% more likely to find ads intrusive compared to traditional TV viewers, with 39% citing poor ad timing and interruptions of dialogue as key issues. Over half of streaming viewers report seeing the same ads repeatedly, highlighting the need for improved ad frequency management and relevancy to enhance the overall viewing experience.

Read at Exchangewire