Research: Ads powering streaming’s future in Australia

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August 3, 2023

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Magnite, the independent sell-side advertising company, has released the research study Streaming TV’s New Era: How Ads Are Powering Streaming’s Future in Australia.

The study finds 65 % of TV viewers in the country watch ad-supported streaming and the effectiveness of TV advertising, including streaming, drives a high level of trust and recall. Among ad-supported viewers, 83 % trust the ads they see within TV and streaming services, compared to 58 % of social media users who trust ads, including video ads, within social. In addition, 57 % of ad-supported streamers remember ads the most within TV (including streaming services).

The research finds Australian streaming audiences are leaned into streaming content, and that it captures audience attention better than social media. Some 92 % of ad-supported streamers view streaming content for more than 30 minutes each time they tune in and those who only watch ad-supported streaming are watching over 2 hours a day, on average. Comparatively, the majority of social media users (70 %) state they launch social media apps multiple times throughout the day and each session is brief, lasting just a few minutes.