Consumers Globally Keen On Free, Ad-Supported Streaming Video Options

While Netflix remains the 800-lb gorilla of streaming video, a majority of consumers worldwide say they prefer something different.

According to a report released Wednesday from the Interactive Advertising Bureau, 67% of consumers globally have streamed live video, and 52% of those consumers say they prefer free, ad-supported options to subscription offerings.

That being said, the survey also found that there was room for improvement among ad-supported platforms.

“Fine-tuning media buy and campaign assets to ensure these encounters are seen as different and relevant, as well as being creatively engaging, is a must to capitalize on what previously seen consumption metrics show is a captive and growing audience,” the report says.

The report, “Live Video Streaming: A Global Perspective” surveyed consumers from 21 countries, including the U.S., Australia, Russia, China, Brazil, Mexico, Turkey and the U.K. to try and get a better sense for how they stream video.

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Smartphones were the most popular device for streaming video, followed by connected TVs.

The survey was tied to the kickoff of the World Cup on Thursday from Moscow, Russia. Sixty-five percent of consumers surveyed who had streamed live video say they expect to stream games on their phones this year, and 71% say they expect to watch games on linear TV.

You can read the full report here.

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