Nearly all Australian CTV Users Subscribe to At Least One Ad-Free Service

SYDNEY, May 23, 2022 — Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today released new research on Connected TV (CTV) trends in Australia. The report explores how CTV is shaping the future of digital content consumption among Australian consumers and how they feel about the ad-supported streaming experience.

Key highlights from the report advertisers need to know:

• People are streaming with CTV and most are watching at least some ad-supported content with 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.

• YouTube with ads is the top ad-supported content on CTV with 73% of consumers using their connected TV to watch YouTube with ads.

• Australian viewers prefer the CTV experience over linear TV, with 94% of users saying there are features of the CTV ad experience that make it better than linear TV. The ability to skip ads, fewer ads and shorter ads are key differentiators for CTV with 64% of consumers saying fewer ad breaks and fewer ads help to make the CTV experience better compared to linear TV.

“Australian consumers have been quick to embrace CTV and streaming platforms as the future of television, and they have high expectations for ad relevance in these new digital environments,” said Jessica Miles, Country Manager ANZ, IAS. “The SVOD (Subscription streaming) market in Australia is at saturation point and publishers are pivoting to offer AVOD (Advertiser supported streaming) in order to maintain profitability and retain audiences. The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement as well as CTV’s ability to be bought programmatically. Combining transparency and the efficiency of programmatic will open doors for advertisers to reach expansive audiences in a more efficient and engaging way.”

IAS launched the industry’s first CTV solution in 2018, providing global invalid traffic (IVT) and viewability support for both programmatic and direct buys across all apps and providers.

About Integral Ad Science

Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.com