• by Karlene Lukovitz  @KLmarketdaily, July 18, 2023

Brands that advertise on streaming platforms are perceived to be five times more modern and more innovative compared to brands that advertise in non-streaming environments, according to new research by Samsung Ads and Verve in key European and Asia Pacific markets.

Among those 18 to 34, streaming ad brands were perceived even more favorably — as eight times more modern and six times more innovative than non-streaming advertisers.

Respondents overall also perceived brands advertising on streaming as three times more relevant, premium and unique. That jumped to five times more among the younger segment.

The survey, conducted among smart-TV owners, explored current TV viewing habits and perceptions.

Across the markets studied, 78% of respondents report watching free services along with their paid subscription video-on-demand (SVOD) services.

And although various studies have pointed to declines in new subscriptions to paid streaming services, time spent on existing services is expected to increase, according to the report.

In fact, based on this survey, SVOD and FAST/AVOD viewership are projected to grow by 45% and 30%, respectively, in the next 12 months in these markets, with Spain and the UK expected to see the highest growth rates in both forms of video viewing.

As for viewing perceptions and habits, nearly two-thirds (64%) of all respondents agreed that content on free, ad-supported streaming services is improving.

Viewers’ reasons for watching either scheduled TV or on-demand aren’t clear-cut, and tend to be driven by content rather than format.

Nearly a quarter (23%) of viewers go directly to their favorite streaming services when they turn their TVs on, versus 12% who go to their favorite linear channel.

Sixty percent use streaming services because there’s a specific program they’re planning to watch, and 55% tune into scheduled TV for the same reason.

Abundant content options across multiple platforms continue to be a mixed blessing.

More than two thirds (65%) admit to becoming frustrated if they can’t find something to watch within 15 minutes.

More than a third (36%) scan the offerings on regular TV when they need inspiration for something to watch, and 55% say they’re likely to browse personalized recommendations in their search for content.

“It’s clear that content rather than platform plays a significant part in what viewers watch and where,” said Alex Hole, vice president of Samsung Ads Europe. “Ultimately, to the viewer, TV is just TV. It’s exciting to see that the perception of ad-funded streaming has risen.”

Smart-TV capabilities are helping to drive streaming growth. Screen size and sound quality are key factors, but easy access to video streaming apps is now ranked as the most important smart-TV feature by 39% of respondents.