Magnite Research Finds Streaming TV Is Most-watched Form of TV in the Nordics
April 25 2023 - 3:00AM
Magnite (NASDAQ: MGNI), the world’s largest independent omnichannel
sell-side advertising company, today unveiled its latest research
study, “The Rise of Streaming TV: An In-Depth Look at How Streaming
TV is Evolving in the Nordics.” The research finds that 78% of TV
viewers in the Nordics are watching streaming TV, which comprises
television content streamed via the internet on any device, and
that it is now the most-watched form of TV in Denmark, Finland,
Norway, and Sweden.
Commissioned specifically for the Nordic market, the research
builds upon Magnite’s recent EU5 study and finds that the majority
(77%) of TV viewers in the Nordics demonstrate a proclivity toward
ad-supported content, while 64% of streamers who pay for an ad-free
experience said they would use a new free or reduced-cost ad-based
streaming service in the future.
“The way consumers watch television is changing and we completed
this study to better understand viewing habits and consumption
patterns across the growing streaming audience in the Nordics,”
said Natasha Westlund, Head of Nordics at Magnite. “The study
findings suggest that ad-supported options will likely be a growth
driver of streaming TV in the region as consumers display an
acceptance of the value exchange of ads and a preference for
ad-supported content. As streaming continues to build momentum, the
findings from our in-depth market analyses of each individual
country will equip advertisers with the insights they need to
actively explore this channel to reach their desired
audiences.”
Additional key findings from Magnite’s study
include:
- Ads don’t negatively impact the
viewing experience on streaming TV and instead provide a more
relevant and personalised environment. 67% of those who only watch
ad-supported streaming and no other form of TV said they are
satisfied with the amount of ads they see.
- Streaming TV is watched for longer periods each day than social
video and garners greater trust than social media, making it a more
impactful environment for advertisers. 77% of ad-supported
streamers trust ads on TV while only 39% of social media users
trust ads on social media.
- Exposure to brands across multiple
devices strengthens purchasing intent. 72% of ad-supported
streamers are more likely to make a purchase from a brand that they
engaged with across multiple devices.
To explore additional insights, please click here.
MethodologyMagnite engaged Harris Interactive
to execute an online survey of 4,135 respondents across the
Nordics: Denmark, Finland, Norway, and Sweden. The respondents are
people ages 16-74 who watch 7+ hours of TV a week. Fieldwork was
carried out between December 2022 - January 2023.
About MagniteWe’re Magnite (NASDAQ: MGNI), the
world’s largest independent sell-side advertising company.
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:
Kar Yi Limklim@magnite.com
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