Sunday, November 28

New offers and user acceptance make streaming interesting for advertisers as well

The intensity of use in the streaming market has increased significantly in recent years. For example, the study “TV Streaming Report 2021” by the streaming provider Zattoo comes to the conclusion that two thirds of the respondents use TV streaming offers in up to 50 percent of their television time and 47 percent of the survey participants imagine that they will only use it in the future Consume TV offers on the Internet. The CTV study of the sell-side platform Magnite comes to a similar conclusion. If the respondents had to choose between classic TV and streaming, 58 percent would opt for streaming services – a clear signal. In general, the current “Convergence Monitor 2021” from AGF Video Research can demonstrate that a large part of Internet use in this country is attributable to the consumption of moving image content. Germans devote a third of their time online to video content.

The interest of Germans in streaming offers is growing unchecked and was fueled again by the corona pandemic. The study “TV of the Future”, which The Trade Desk carried out in cooperation with Yougov in March 2021, shows that almost a fifth of the test subjects now spend more than 16 hours a week consuming streaming content. Globally, and particularly in the DACH region, the market for CTV is showing strong growth. In its CTV Guide, the international adtech platform Xandr comes to the conclusion that around 48 million people in Germany could be reached via CTV in the past year. By 2024, the number of CTV users in this country is expected to grow to over 52 million. Streaming has arrived in Germany and is increasingly establishing itself as the standard for the use of moving images. This makes the market particularly attractive for advertisers.

At the same time, consumers are open to advertising in the streaming environment and the range of advertising-financed services is growing rapidly. According to the “Streaming Wars Report” by the US technology company Integral Ad Science (IAS), 78 percent of the German study participants are generally willing to watch advertising in order to gain access to free streaming content. This coincides with the results of other studies. For example, a current study by Magnite comes to the conclusion that more than three quarters (77 percent) of the participants would accept advertising in the streaming environment if they had to pay less or no fees for it. And a new study by Samsung Ads also shows that Germans are more open to advertising in the streaming environment. According to IAS, a key reason why Germans use advertising-financed streaming services is the cost savings.

With all the video consumption on the net, the question remains, on which devices streaming actually takes place in German households. It turns out quite surprisingly that the majority now consume video-on-demand offers on the big TV screen. Accordingly, in 2020, for the first time in the history of the AGF Convergence Monitor, more people accessed video-on-demand content on the television than on a PC or laptop. This is interesting for advertisers in that it creates a classic lean-back situation and makes users more receptive to advertising. Provided that the streaming providers allow advertising.

These and other insights on the subject of connected TV and streaming are provided by the “Video Ad Report 2021/22”, which ADZINE published in collaboration with Xandr. The report is now available for download here.

Leave a Reply

Your email address will not be published. Required fields are marked *