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Future of TV OTT Advertising

TV viewers open to ads if it means better bundles, study finds

By Andrew Blustein, Reporter

February 7, 2019 | 3 min read

Given today's fragmented TV experience and burgeoning OTT landscape, 81% of consumers aged 14 to 35 are willing to accept more advertising to get the viewing experience they want, according to a study from software and services provider Amdocs.

Consumers are willing to exchange their data for a "perfect bundle"

Consumers are willing to exchange their data for a "perfect bundle"

That comes with certain caveats, like being able to select when they see an ad or what companies can advertise to them. Over half of viewers aged 51 to 65 said they are willing to accept that level of advertising.

This acceptance of ads comes only as part of a give and take, as viewers are demanding a near-perfect TV experience while facing looming price increases.

While 64% of US consumers and 56% of UK consumers have at least two subscription services, 68% of Americans and 70% of Brits said they're missing out on shows they want to watch.

Consumers are looking for one, all-inclusive bundle that serves their viewing needs. Among those surveyed, 68% of people in the UK, 69% of people in the US and 80% of people in Brazil want that option.

To make better content packages a possibility, 71% of consumers aged 22 to 35 said they are willing to exchange their personal data for that perfect, centralized bundle. Two-thirds of consumers aged 14-21 are willing to do the same, while only 42% of people aged 51-65 are willing to exchange their information for such a service.

To get their perfect bundle, US consumers would expect to add $41 to their monthly bill of $86. In the UK, a consumer's monthly bill of $61 would likely jump by 59%, so viewers seem to be open to personalized ads as a way of supplementing the cost.

Across the US, UK and Brazil, 60% of those surveyed said they're also willing to adopt a 'pay-per-show' model to get instant access to their favorite content while they wait for their perfect bundles.

Binge-worthy TV, live concerts and events, and all sports games for a specific team rank among the top pieces of personalized content among viewers.

Future of TV OTT Advertising

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