Connected television (CTV) has become mainstream in Indonesia, as around 7 in 10 consumers now have access. Furthermore, 92% have also increased their consumption of streamed content during the Covid-19 pandemic.
In Australia, 8 in 10 people have access to CTV, with almost half (47%) of Australian consumers preferring to stream video content on a connected TV, rather than on a mobile, desktop or tablet.
This is according to a research report by Integral Ad Science (IAS) exploring ’The Impact of Stay-at-Home Behaviours on CTV’ among Indonesian and Australian consumers.
“The majority of Australian and Indonesia consumers are consuming free and ad-supported streaming content via CTV,“ says Laura Quigley, the senior vice-president for APAC at IAS.
“This gives advertisers a real opportunity to connect with consumers via this high impact medium in the lead-up to the peak shopping season... We expect ad spend on CTV to increase through the remainder of 2020.”
CTV in Indonesia
• Mobile dominates as the digital medium of choice for Indonesians, with 76% of consumers using mobile to stream video. There is growing adoption of CTV, however, with 29% engaging with this medium for video content consumption.
• There is strong adoption among CTV users for both subscription and free ad-supported content, with 83% having added a subscription service this year and 89% having added free streaming to their repertoire.
• 8 out of 10 respondents said they were willing to see ads in exchange for free video streaming – meaning the quality, context and relevancy of ads becomes key to increasing engagement.
• On the quality and relevancy of ads seen during the streaming of videos, almost 6 out of 10 respondents said they would prefer to see high-quality ads (ads appearing in a high-quality environment) when they are watching free streaming video content, and more than half (56%) said that the ads must be relevant to the content they are watching.
• Contextual relevance of ads in streaming content helps maintain consumer attention, with the majority (75%) of consumers interviewed saying they are more likely to view an ad to completion if it is relevant to the content they’re engaging with.
CTV in Australia
• 78% of consumers say they have increased their consumption of streaming content during the Covid-19 pandemic lockdown. Consumers are significantly more likely to add a free streaming service (57%) than a subscription service (49%) during Covid-19 quarantine measures.
• While streaming continues to increase, consumers may be starting to feel subscription fatigue as 76% of respondents report they are willing to see ads in exchange for free video streaming. The majority (62%) plan to add free video streaming services in the next 12 months.
• In response to the quality and relevancy to the streaming ad placement, almost 6 out of 10 Australian respondents said they prefer high-quality ads (ads appearing in a high-quality environment) and almost half indicated that the ads must be relevant to the content they are watching.
• Contextual suitability of ads associated with streaming content helps maintain consumer attention, with more than half (55%) of Australian consumers likely to view an ad to completion if relevant to the content they’re engaging with.