The survey of over 1,800 viewers revealed that they watch streaming more actively compared to traditional cable/satellite. Additionally, they prefer streaming for high-engagement viewing occasions, like watching their favorite show or when they want to “get lost” in a program. The survey also found that streaming ads resonate more with consumers — especially younger audiences targeted by advertisers — than ads viewed on cable or satellite TV. Marketing Technology News: MarTech Interview with Melton Littlepage, Director of Marketing at Outreach
“It is clear that streaming TV is generating more interest among viewers through content and advertisements, which makes free and ad-supported (FAST) streaming TV channels essential for advertisers. Streaming watch time will soon eclipse traditional television, and with tens of millions of households already using only streaming, advertisers need the right tools to identify and reach audiences through streaming channels,” said said Matt Spiegel, EVP of Media and Entertainment Vertical, TransUnion. Watch favorite programs
reason to watch
Viewer Preferences – Streaming c. Cable/Satellite TV Streaming More Engaging Than Cord-Connected TV According to the study, streaming and cable/satellite viewers prefer streaming for entertainment, relaxation and content discovery, while linear TV is more likely to be used for watching news or when the TV is on in the background.
I really want to pay attention to the program
22% To escape and get lost in a program
Ads on streaming TV capture more consumer attention Overall, ads seen on streaming platforms engage consumers more than ads seen on cable and satellite, especially among 18-54 year olds: When I’m looking for something new to watch (discovery)
17% Watch the news
News Highlights Space
- Title: Streaming Eclipses Cable and satellite television; consumers pay more
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