Magnite Finds Live Streamers More Receptive to Advertising Than Traditional TV Viewers, Reveals Opportunity For Asia
July 12 2022 - 11:01AM
Magnite (Nasdaq: MGNI), the world’s largest independent omnichannel
sell-side advertising platform, has released new research, “Live
and Kicking: An In-Depth Look At Live Streaming” that found broad
adoption of live streaming TV among OTT and CTV viewers across all
age groups in Australia and New Zealand along with high receptivity
to advertising. With streaming on the rise across Asia, the
research highlights the potential opportunity for advertisers to
reach highly engaged viewers on OTT platforms.
“At Vidio, live streaming has grown substantially year over year
on our platform, with sports as the key driver of this growth. In
2021, the number of sports live streaming viewers grew six times
over the year prior and sports was played eighteen times more,”
said Tengku M Rizaldi, Head Of Sales at Emtek Digital. “Premium
sports content, which is available across Vidio’s platform, also
has a measurable impact on this growth, and will continue into the
second half of the year as fans tune into the FIFA World Cup and
English Premier League matches. Advertisers across Southeast Asia
have a big opportunity to reach engaged fans who have abandoned
traditional TV in favor of the flexibility and choice available on
streaming platforms.”
Findings from the study showed that live sports streamers are
more responsive to advertising than traditional TV watchers, with
many reporting high ad recall - 39% and 31% in Australia and New
Zealand, respectively - and discussing ads with someone after
having watched them. Streamers have also discovered new products as
a result of ads placed around sports content, in particular, while
25-31% have bought the product or service advertised. These results
signify the effectiveness of live content at driving action and
engagement.
“Australia and New Zealand continue to lead the way on
streaming, and 82% of all Australian OTT users can be classified as
live streamers, signaling an opportunity for the rest of the
region,” said Gavin Buxton, Managing Director, Asia at Magnite.
“With the breadth of live inventory available and the preference
for streaming increasing across Asia, broadcasters and advertisers
should take note of where viewership is moving and invest in OTT to
reach highly engaged viewers watching their favorite shows and
sports.”
Additional key findings include:
- Live sports streamers are likely to watch multiple ad-supported
services.
- Sports fans prefer to watch live over watching on demand – 71%
of live sports programming is watched in real time in Australia,
and 68% in New Zealand.
- Live sports streaming is omnichannel, but viewers prefer a
large screen environment when streaming live sports - 84% in
Australia and 81% in New Zealand opt to stream live sports on
CTV.
To explore additional insights, please click here.
Methodology
Magnite engaged Harris Interactive to execute an online survey
to a nationally representative sample of 1,200 television watchers
in Australia and 300 respondents in New Zealand. Qualifying
respondents were aged between 18-64 and were a natural fall out of
those watching 7+ hours of TV a week from a nationally
representative starting sample.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent
sell-side advertising platform. Publishers use our technology to
monetize their content across all screens and formats including
CTV, online video, display, and audio. The world's leading agencies
and brands trust our platform to access brand-safe, high-quality ad
inventory and execute billions of advertising transactions each
month. Anchored in bustling New York City, sunny Los Angeles, mile
high Denver, historic London, and down under in Sydney, Magnite has
offices across North America, EMEA, LATAM, and APAC.
Media Contact:Megan
Hughesmhughes@magnite.com(203) 979-4806
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