The more TV you watch, the more likely you’ll opt for ad-based services
Good news for the advertising world – the more people tend to stream TV, the more open they are to receiving advertising during their viewing.
This is according to Kantar’s annual Media Trends and Predictions report, which notes that one of the emerging trends for 2024 saw media brands increasingly diversifying their business models “to stay competitive in an evolving, hybrid media landscape”.
The report notes “the growing need to expand beyond existing revenue streams, with businesses exploring new partnerships and opportunities across platforms to keep pace with changing consumer behaviour, technological innovation, and increased competition.
“Many media brands, whether they started as native VOD services, broadcasters and networks, or as print editions, are now capitalising on a variety of monetisation strategies to leverage their content and audience reach effectively.”
Kantar Media’s TGI Global Quick View data indicates that 58% of connected consumers globally would accept adverts if it reduced their TV or video streaming subscription costs.
The report also notes that the increase in VOD platforms that now rely upon a blend of paid subscriptions and ad-supported models – with Netflix, Amazon Prime, and Disney+ recently launching lower-cost ad-supported tiers.
Interestingly, those who stream TV for longer, are more open to ads – with only a quarter of light users (those who watch less than half an hour) willing to put up with ads in exchange for a cheaper service, while 78% of those who stream for over 9 hours a day would opt for an ad-based service.
“Often subscribed to multiple services, they’re motivated by the chance to lower their monthly costs,” the report explains of this mega-users.
“Lighter users, however, tend to resist ad-supported models, likely due to time constraints that make ad interruptions less appealing. These distinctions highlight the need for targeted strategies to convert different audiences.”
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