Cord Cutters Still Open To Ads On Streaming Services

Is Netflix actually training today’s generation of cord-cutters and cord-nevers to tune out video advertising? Perhaps not.

A new survey commissioned by the local media-focused digital ad platform ZypMedia, and conducted by The Harris Poll, suggests consumers are open to including ad-supported streaming offerings in their media diet.

A majority of cord-cutters (52%) and 47% of cord-shavers say they don’t mind watching commercials on their streaming services. In fact, a majority of those surveyed (51%) said ads on streaming services are more relevant than those on traditional broadcast or cable TV.

“The increased capabilities of targeting on OTT supports a better and more engaged ad viewing experience,” Aman Sareen, cofounder- CEO of ZypMedia, tells Digital News Daily. “A well-matched message feels more like an answer than an advertisement.”

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The survey also found that among consumers that watch ad-supported streaming services, a significant majority (62%) prefer local ads to national ads. In addition, millennials prefer local ads more than consumers over 55.

“If you think about the millennial mindset, a lot revolves around the sense of community and inclusion,” Sareen says. “There has been a resurgence of local-made and local-first — and that plays a lot into how advertising is perceived.”

Finally, the study also reaffirmed that streaming services skew young, with a clear majority of consumers ages 18-44 watching video through free and local streaming services. Consumers 45 and older were significantly less likely to do so.

3 comments about "Cord Cutters Still Open To Ads On Streaming Services".
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  1. M Cohen from marshall cohen associates, April 10, 2019 at 12:38 p.m.

    Alex, it would really be helpful if, as a journalist, you would ask and report to your readers how this study was done. What was the sample? How were potential respondents recruited? How many completed the study? Was the study conducted online with only those who are online? When was the study fielded? Were respondents compensated?

    Did you ask these questions and the sponsors refused? If you would have included this information it would add to the validity and credibility of the work, so we could all evaluate it. Thanks.  

  2. Kevin Horne from Lairig Marketing, April 10, 2019 at 1:08 p.m.

    "In fact, a majority of those surveyed (51%) said ads on streaming services are more relevant than those on traditional broadcast or cable TV."

    51% is technically a majority. But then again, a few survey answers the other way would have made this 49%. Then how would you position this "finding" ?

  3. Bill Shane from Eastlan Ratings replied, April 10, 2019 at 4:40 p.m.

    Who cares?  What if questions are not but speculation.  If your Aunt had balls, she'd be your Uncle.  But since she doesn't, why speculate?

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