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Streamers More Engaged with Ads than Traditional TV Viewers

Stockhouse Editorial
1 Comment| February 11, 2022

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A new survey released by an information and insights company found that more consumers are streaming now than watching cable and satellite TV.

Between mid-November and mid-December 2021, 70% of Americans who watched TV during that time streamed, including 82% of 18–54-year-olds. Overall, ads viewed on streaming platforms engage consumers more than ads viewed on cable and satellite, especially among that demographic.

TransUnion (NYSE: TRU, Forum)’s data reported that people watch streaming more actively compared to legacy cable/satellite. Further, they prefer streaming for high engagement viewing occasions, such as watching their favorite show or when they want to ‘lose themselves’ in a program. The survey also found streaming ads resonate more with consumers – especially the younger audiences advertisers covet – than ads viewed on cable or satellite TV.

TransUnion’s EVP of Media and Entertainment Vertical, Matt Spiegel said that it was clear that streaming television generates more interest among viewers across content and ads, making free, ad-supported streaming TV (FAST) channels critical to advertisers.

“Streaming viewing time will soon eclipse traditional TV, and with tens of millions of streaming-only households already, advertisers need the right tools to identify and reach audiences through streaming channels”

The survey observed more than 1,800 people’s watching habits and also found that 45% of TV viewers have three or more streaming-capable TVs at home, nearly two in five (38%) have more than one brand1* of smart TV in their home, and over half of streaming viewers (55%) watched more than five streaming channels2* in the past month.

To read this report in full, click here.

Do you find that you are more engaged with advertisements when you watched streamed shows than with traditional TV? Let us know your thoughts in the comments below.



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