Moloco, an operational machine learning (ML) company, and YouGov, a performance advertising company, together have announced the findings of the Consumer Perceptions of Ads on Streamers Survey 2024. From what it’s understood, more than 1,000 consumers in India were surveyed for their perspective on advertising on streaming media platforms, along with 1,000 consumers in the US.
According to the survey, 60% of Indian consumers reported that a mobile phone is the device most commonly used for personal streaming, compared with 26% for smart TV, 11% for laptops/PCs, and three percent for tablets. Moreover, 34% of Indian consumers reported that they are cutting the cord with traditional TV services, with an additional 27% considering it but are yet to do so, and that 66% of Indian consumers have shown preference towards choosing lower fees in exchange for watching ads.
With regard to preferences for ad formats, 44% of Indian consumers believe that ads, which are interesting and relevant, enhance the viewing experience, and that pre- and post-roll ads are ranked most acceptable compared with mid-roll and banner or display ads. The report also highlighted that 41% of Indian consumers have cancelled a subscription, specifically, because of the ads experience. Seemingly, the majority of consumers in India prefer personalised ads, with 78% indicating a preference. Of the 78% total, 48% prefer personalised ads based on viewing habits alone and 30% prefer personalised ads based on viewing habits and personal data. Ads on streaming platforms are considered influential in the decision-making process for product or service purchases, with 83% reporting some level of influence.
“I believe the ads experience is important, especially with consumers not just adjusting to ads on streaming media platforms but embracing ads. In addition, I think this research showed that consumers find ads compelling and influential in their overall decision-making process for product purchases. This study also showed that personalised ads can enhance the overall viewing experience,” Vanessa Khoo, senior research manager, YouGov, said.