Streaming as another point of contact with the target audience

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Almost half of households worldwide have smart TVs, up 24% since 2020. A third use them to access the Internet (CTV).

How can you benefit from the streaming boom and target the connected TV audience?

Global markets, share of smart TV owners (left) and share of users who actively use TV to access the Internet (right):

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Source

Consumers in Brazil, for example, are the leading italy consumer email list audience for CTV advertising worldwide (Netflix, Amazon Prime Video and Disney+ are the leading streaming platforms in this market), as they are the ones who connect to a smart TV and use it to access the Internet. And they are not bothered by the interruption of their favorite shows by commercials: 58% kept their current subscriptions after the ads appeared, and 21% upgraded to a more expensive subscription without commercials.

Looking at the global market as a whole, how do consumers respond to streaming ads? A study of 11 global markets shows that:

63% of consumers retained their previous subscription;
11% changed their subscription to a more expensive one to avoid advertising;
8% changed their subscription to a cheaper one;
and only 7% cancelled their subscription.
Regarding dynamics, the percentage of those who maintain current subscriptions to streaming TV has increased by 7% over the year, this is a global media trend. And the percentage of those who switched to a subscription without advertising has decreased by 46%. This suggests that people perceive advertising at the beginning or in the middle of the video.

This trend also applies to our market.