Singapore, Indonesia, Philippines, Thailand and Vietnam, finds that ad-supported streaming services deliver scale and impact for brands and that 71% of TV viewers in Southeast Asia watch ad-supported streaming, closing the gap with traditional TV viewers.
The study reveals that ad-supported streamers are spending an average of two hours a day watching streaming content and embracing content across devices. These cross-device viewing habits generate more meaningful connections with brands and influence purchasing decisions. 68% of ad-supported viewers take action after seeing an ad on streaming platforms, and 94% are more likely to make a purchase from a brand they engaged with across multiple devices.
Key findings:
Ad-supported streaming audiences are highly engaged when watching streaming, which is winning viewers’ attention over social video. 92% of ad-supported viewers report being engaged when watching streaming content, as compared to 62% of social media users, who say user-generated videos on social media don’t hold their attention very long.
Viewers in Southeast Asia see the value exchange in streaming ads. 79% of ad-supported streamers are comfortable providing demographics about themselves if it results in a more relevant ad experience.
Streaming TV’s relevant and personalised environment generates better outcomes. Nine out of ten ad-supported streamers are more likely to pay attention to ads that are relevant to their interests.
Ad-supported viewers place a high level of trust in the ads they see on streaming platforms and nearly half indicated they buy the product or service advertised.
As streamers push for “hyper-local” stories in a bid to secure subscribers in domestic Southeast Asian markets, the accompanying near-instant, global distribution of shows on these platforms brings new opportunities.
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