Eight in ten UK consumers are willing to watch ads in order to gain access to free streaming content, a new study has found.
Integral Ad Science (IAS), which runs digital ad verification, released the findings in its UK Streaming Wars report. It says over half (56%) plan to start watching free ad-supported video on demand (AVOD) services over the next 12 months.
Around one in five UK consumers (19%) usually watch ads all the way through when streaming.
65% of consumers say that shorter ads and shorter ad breaks make their ad experience better when compared to standard TV. Meanwhile, 50% of consumers say fewer ad breaks and fewer ads help to make the free streaming service better compared to linear TV.
“Advertisers in the UK are spending more on digital video and CTV than ever before as new formats emerge to become a major avenue for online advertising campaigns,” said IAS EMEA Managing Director Nick Morley,. “IAS was the first partner to work directly with the largest video publishers to validate that video ads are viewable, fraud free and brand safe when running across CTVs.”
90% of those questioned had access to a connected TV device; 64% have a Smart TV, followed by Amazon Fire TV (40%) and Playstation (25%).
In line with other recent studies, 78% said they subscribed to Netflix, 53% Amazon and Disney+ 39%.
