Magnite Research Reveals Streaming TV Is Most-watched Form of TV Across the EU5
March 21 2023 - 4:00AM
Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel
sell-side advertising platform, today unveiled its latest research
study, “Streaming TV’s New Era: How Ads Are Powering Streaming’s
Future in the EU5.” The research finds that streaming TV, which
comprises television content streamed via the internet on any
device, is now the most-watched form of TV across the region and
delves into how consumer attitudes and viewing habits are reshaping
the streaming landscape in the UK, France, Germany, Spain and
Italy.
As streaming offerings expand in line with
rising viewership, the study finds the majority of viewers prefer
ad-supported options and 82% watch some form of ad-supported
content, with 78% watching internet delivered content across
multiple devices.
“Streaming TV is transforming the way audiences
watch television content. With the number of ad-supported viewers
only set to grow, brands will enjoy new advertising opportunities
as a result of these consumers’ deep engagement and cross-device
consumption habits,” said Sam Wilson, Managing Director of CTV,
EMEA, at Magnite. “We commissioned this study to empower
advertisers and media owners with actionable insights into audience
behaviour that will enable them to capitalise upon the streaming
opportunity ahead.”
Key findings from Magnite’s study
include:
- Ad-supported streaming TV viewers are
watching just as many hours of programming as ad-free viewers (16
hours) each week, indicating that ads don’t negatively impact
engagement with streaming content.
- Consumers are reevaluating their streaming subscription stacks
due to macro-economic pressures. 48% of streamers indicated they
will downgrade or cancel a streaming TV subscription, while 76%
said they would use a new free or reduced cost ad-based streaming
service this year.
- Streaming TV’s premium, high-quality content generates greater
recall than that of social media platforms, with 62% recalling ads
on streaming TV versus only 19% recalling ads on social media.
- Exposure to brands across multiple devices drives purchasing
intent. 75% of ad-supported streamers are more likely to make a
purchase from a brand that they engaged with across multiple
devices compared to 64% of traditional TV viewers.
To explore additional insights, please click
here.
MethodologyMagnite engaged
Harris Interactive to execute an online survey of 5,306 respondents
across the UK, Spain, Italy, Germany, and France from December 22,
2022 - January 11, 2023. The respondents are people ages 16-74 who
watch 7+ hours of TV a week.
About MagniteWe’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, colorful Singapore, and down under in
Sydney, Magnite has offices across North America, EMEA, LATAM, and
APAC.
Media Contact:Megan
Hughesmhughes@magnite.com
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