Weekly usage levels of ad-supported streaming nearly equal that of subscription services in UK, France, Germany, Spain, and Italy. In detail, weekly SVOD usage averages 68%, while AVOD viewing came in at 63%. In France, AVOD viewing (62%) actually surpasses that of SVOD (58%), according to Magnite, one of the world’s largest independent omnichannel sell-side advertising platform.
Furthermore, Magnite's latest report indicates that there is widespread adoption of CTV streaming platforms across the UK, France, Germany, Spain, and Italy. Overall, 82% of respondents in those countries tune into CTV weekly. The UK leads in this metric, with 89% of respondents reporting that they used a streaming service at least once a week, and 61% watched daily. Additionally, 71% of viewers said they preferred streaming over broadcast TV.
The study suggests there is more room for AVOD to grow. When asked if they minded watching an ad-supported service, 83% of respondents said they prefer to watch advertising in exchange for free or reduced cost subscriptions, and 74% of SVOD users said they would switch to an ad-based tier of a paid service if it was available.
“The research findings confirm that streaming is increasingly the default form of TV for consumers across UK, France, Germany, Spain, and Italy. The strong preference for streaming over broadcast combined with consumers’ receptivity towards ad-supported models bodes well for both streaming publishers as well as advertisers. CTV advertising is still relatively nascent in this region but the data from our study strongly suggests a huge opportunity ahead,” said Steve Wing, Head of EMEA at Magnite.
Another highlight of the study is that CTV’s active-viewing environment provides greater resonance for brand advertisers. 72% of respondents said they were highly receptive to advertising. An equal number of respondents took some action (search, recall, purchase, advocacy) after seeing an ad on CTV.
Across consumers from the countries mentioned above, the current average monthly amount spent on subscription CTV services is €28. On average, those surveyed said they would be willing to pay up to €36 a month for streaming services.
While sensitivity around consumer privacy is foremost for publishers, viewers want advertising that is relevant for them. When asked about the types of ads that are acceptable, 74% of respondents prefer contextual advertising that is related to the show they are watching, 71% will accept advertising related to their hobbies and interests, and 57% are okay with advertising related to online search.
Magnite’s “CTV: The Future Forward” report is a study of 10.500 consumers across the UK, France, Germany, Spain, and Italy, and identifies how audiences are consuming TV and explores the opportunity for marketers seeking to connect with engaged audiences as the shift to CTV accelerates and consumer behavior evolves.
The strong preference for streaming over broadcast combined with consumers’ receptivity towards ad-supported models bodes well for both streaming publishers as well as advertisers” Steve Wing Head of EMEA at Magnite