{"id":296051,"date":"2020-09-22T04:00:00","date_gmt":"2020-09-22T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/australian-connected-tv-landscape-shifts-away-from-paid-subscriptions\/"},"modified":"2023-12-12T17:23:38","modified_gmt":"2023-12-12T17:23:38","slug":"australian-connected-tv-landscape-shifts-away-from-paid-subscriptions","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/australian-connected-tv-landscape-shifts-away-from-paid-subscriptions\/","title":{"rendered":"Australian connected TV landscape shifts away from paid subscriptions"},"content":{"rendered":"

Australians are increasingly opting for free streaming services over paid due to COVID-19 quarantine measures according to research from digital ad verification firm Integral Ad Science (IAS).<\/span><\/span><\/span><\/span><\/span><\/p>\n

The Impact of Stay-at-Home Behaviours on CTV<\/strong> report revealed that 57%<\/strong> of consumers are more likely to add a free streaming service to their connected TV (CTV) compared to 49% who would add a paid subscription service.<\/span><\/p>\n

According to the report, CTV has become mainstream in Australia with eight in ten consumers having access to CTV, and 47%<\/strong> of Australian consumers preferring to stream video content on CTV compared to mobile, desktop, or tablets.<\/span><\/p>\n

The report also shows that 78%<\/strong> of consumers say they have increased their consumption of streaming content during the COVID-19 pandemic lockdown.<\/span><\/p>\n

Alongside the growth of streaming, consumers may be starting to feel subscription fatigue with 76%<\/strong> of respondents reporting that they are willing to see ads in exchange for watching free streaming videos.<\/span><\/p>\n

The majority (62%<\/strong>) plan to add free video streaming services in the next 12 months.<\/span><\/p>\n

In response to the quality and relevancy to the streaming ad placement, almost six out of ten respondents say they prefer high-quality ads and almost half of them indicated that the ads must be relevant to the content they are watching.<\/span><\/p>\n

Contextual suitability of ads associated with streaming content helps maintain consumer attention, with 55% of Australian consumers saying they are likely to view an ad to completion if the ad is relevant to the content they\u2019re engaging with.<\/span><\/p>\n

\u201cThe majority of Australian consumers are streaming content via CTV and they have a new appetite for watching ad-supported free content,” IAS ANZ country manager Jessica Miles says. <\/span>“This gives advertisers a real opportunity to connect with consumers via this high impact medium in the lead-up to the peak shopping season.”
\n<\/span>\u201cWe expect ad spend on CTV to increase through the remainder of 2020 and we advise that Australian advertisers have a world-class fraud mitigation strategy for their CTV buys to protect their investments.”\u00a0<\/span><\/p>\n

The Impact of Stay-at-Home Behaviours on CTV report by IAS provides insight into consumer perceptions of connected TV and streaming video content consumption. The results are based on a sample of 505 Australian participants.<\/span><\/p>\n

Download the full Australia Streaming Wars Research Report here<\/a><\/p>\n

This article first appeared in AdNews<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Australians are increasingly opting for free streaming services over paid due to COVID-19 quarantine measures according to research from digital ad verification firm Integral Ad Science (IAS). 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