Survey: Poor Ad Quality On Streamers Is Missed $30 Billion Opportunity

Only one-third of consumers believe “ad quality” on streaming platforms is as good as on linear TV, according to new research by Conviva -- which can have major effects on program quality and user experience. Conviva’s report lists a number of advertising issues.

For example, 54% of viewers say they abandon a streaming program when an ad fails to load or takes too long. After just a five-second ad delay, 19% of viewers abandoned the streamer.

Another big concern for streaming customers: Frequency of streaming ads. Nearly 60% of consumers says there are too many repeating messages in the same break of episode on OTT platforms.

Conviva says these issues can result in $30 billion in missed streaming monetization opportunity, the “delta between eyeballs and dollars.” From PwC estimates, Conviva says advertising revenue from streaming amounts to $5.6 billion of the $71.6 billion in overall TV ad spend.



Data for this report was conducted by Dynata in a survey between February 17, 2021 and April 15, 2021. The first group was comprised of 1,944 consumers over 18 years who watch TV or other video content through internet streaming. The second group consisted of 608 ad buyers and sellers.

Additional data came from Conviva’s technology, which is embedded in 3.3 billion streaming video applications, measuring in excess of 500 million unique viewers watching 180 billion streams per year with 1.8 trillion real-time transactions per day across more than 180 countries.

1 comment about "Survey: Poor Ad Quality On Streamers Is Missed $30 Billion Opportunity".
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  1. Ed Papazian from Media Dynamics Inc, June 16, 2021 at 9:38 a.m.

    Wayne, regarding streaming viewers claiming that they abandon  ads if they take too long to load---which, of course, is a problem for AVOD ad time sellers to deal with--unless there is a mechanical measurement which aggreagtes the number of times that tune out actually takes place relative to those times where no action is taken by the user, one can't project the findings of this study into ad dollars lost. It's not a valid volumetric indicator. Also, I would assume that smart advertisers pay only when an ad loads and stays on-screen for its entirety. As for the impact of slow loadings on attentiveness, that's a different kettle of fish and, no doubt, many users look away or even leave for a few seconds or longer. But that, too, requires more than a poll-like study to quantify on an incidence basis.

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