Research commissioned by MetalX Nielsen also pointed out that 61% of Brazilians have CTV as a favorite medium; consumption exceeds three hours a day
Connected TV is the preferred medium for 61% of Brazilians when it comes to entertainment. which points out a study by MetalX and Nielsen, which analyzed the behavior of viewers in front of TV in its various modalities: open, subscription and connected.
In addition to CTV, interviewed viewers indicate pay TV (43%) as their favorite media and, in the sequence, free-to-air TV (30%). The evaluation considered the use of several devices, since the interview participants prefer to use at least two of them.
Even so, connected TV remains in the spotlight: 49% of those on open TV are also on CTV, as well as 69% of those who consume content on pay TV. In addition, 37% said they were ‘exclusively into connected TV’.
Regarding advertising, the study also wanted to understand the ideal moment to be impacted by an advertisement. For 32% of participants, this moment would be When turning off the TV, while for 22% it would be When turning on the TV, and for 20%, Before starting a movie.
The survey also pointed out that 11% of the audience indicated that advertising messages should appear in the middle of programming, like a traditional commercial break. Already 7% suggest that the placement be between the episodes of the series.
The numbers demonstrate how the connected TV audience is complementary to that seen on TVs with linear programming and how it is already the main medium for a good portion of the population. This is very representative of new media plans, says Sabrina Balhes, measurement leader at Nielsen Brasil.
What is the streaming prime time?
Although the connected TV environment, based on streaming, has a fragmented audience among different titles, the study highlights an audience concentration between 8:00 pm and 12:00 am, considered the prime time of streamings.
Among the most watched content, series and movies predominate, seen by 79% of respondents who watch connected TV. However, other aspects with great visibility also stand out, such as Sports, with 57%; News, with 40%; Music and Shows, with 26%; and Novelas, with 21%.
most accessed platforms
Netflix and Prime Video are still the most subscribed by survey respondents, respectively by 79% and 48% of the connected TV audience. There is, however, a big movement to strengthen the so-called free channels for the public and supported by the display of advertising that are aligned with on-demand content that also supports advertising, called avod.
According to the survey, these streaming services already have 44% penetration among CTV consumers, establishing a balance between this option and services called SVOD (Subscription Video On Demand), which require a paid subscription for access.
On average, connected TV viewers subscribe to or use 2.2 streaming services. When asked if they would like to have more services, 63% said they were willing to subscribe to new paid options, while 48% were interested in having free services.
Half of people who subscribe to just one streaming service want to stay that way or upgrade to two. Already 43% of those who already subscribe to 2 streams want to stay with the ones they already have or add another list. Among those who subscribe to four streams or more, 60% prefer to continue with up to five subscriptions.
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