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.”
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.