{"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":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">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<p><span style=\"font-weight: 400;\">The <strong>Impact of Stay-at-Home Behaviours on CTV<\/strong> report revealed that <strong>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<p><span style=\"font-weight: 400;\">According to the report, CTV has become mainstream in Australia with eight in ten consumers having access to CTV, and <strong>47%<\/strong> of Australian consumers preferring to stream video content on CTV compared to mobile, desktop, or tablets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The report also shows that <strong>78%<\/strong> of consumers say they have increased their consumption of streaming content during the COVID-19 pandemic lockdown.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alongside the growth of streaming, consumers may be starting to feel subscription fatigue with <strong>76%<\/strong> of respondents reporting that they are willing to see ads in exchange for watching free streaming videos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The majority (<strong>62%<\/strong>) plan to add free video streaming services in the next 12 months.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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<p><span style=\"font-weight: 400;\">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<p><span style=\"font-weight: 400;\">\u201cThe majority of Australian consumers are streaming content via CTV and they have a new appetite for watching ad-supported free content,&#8221; IAS ANZ country manager Jessica Miles says. <\/span><span style=\"font-weight: 400;\">&#8220;This gives advertisers a real opportunity to connect with consumers via this high impact medium in the lead-up to the peak shopping season.&#8221;<br \/>\n<\/span><span style=\"font-weight: 400;\">\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.&#8221;\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">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<p><a href=\"\/apac\/insider\/streaming-wars-the-impact-of-stay-at-home-behaviours-on-ctv\/\">Download the full Australia Streaming Wars Research Report here<\/a><\/p>\n<p><em>This article first appeared in AdNews<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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). The Impact of Stay-at-Home Behaviours on CTV report revealed that 57% of consumers&#8230;<\/p>\n","protected":false},"author":22,"featured_media":305342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,218,219],"tags":[],"class_list":["post-296051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-video-apac","category-insights-apac","category-research-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Australian connected TV landscape shifts away from paid subscriptions - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/australian-connected-tv-landscape-shifts-away-from-paid-subscriptions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Australian connected TV landscape shifts away from paid subscriptions\" \/>\n<meta property=\"og:description\" content=\"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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