Magnite’s survey included Internet TV content transmitted on any device
Magnite launched a study that revealed that 74% of viewers of TVs connected to the internet in Brazil watch streams with advertising. The survey included Internet TV content transmitted on any device.
In the survey “The rise of advertising-supported streaming: a detailed view of how ads are leveraging streaming TV in Brazil” found that 81% of respondents watch content with ads, surpassing the 62% of viewers on free content platforms advertising.
Among paid users without advertising, 44% said they would be likely to cancel or reduce their pay TV subscription, while 70% would subscribe to a new free or lower-cost streaming service but with ads, and 45% also said they are willing to see ads. to reduce monthly streaming service bills.
“The television landscape has undergone a considerable transformation in recent years as consumers have moved away from traditional TV and towards streaming options. The results of our study highlight not only the growing popularity of streaming TV content in the Brazil, but also the potential of advertising models to leverage future growth, highlighting a valuable opportunity for advertisers to reach consumers at scale,” said Rafael Pallars, vice president of Magnite Latin America.
Other points raised by the survey are that brand exposure across devices boosts purchase intent and 91% of streaming users with advertising are more likely to make a purchase from a brand they have engaged with across devices.
Among Brazilian viewers, 92% of streaming users with advertising consider streaming TV an essential item in their homes.