Magnite: 74% of Indian Streaming TV viewers choose ad-supported content

Streaming TV has firmly established itself as a dominant force in India’s media landscape, with 547 million viewers opting to watch television content through streaming services. Notably, 405 million of these viewers consume ad-supported content, presenting a significant opportunity for advertisers, according to Magnite’s latest report, Why Streaming TV Is a Must-Buy.

The Rise of Streaming TV in India

Magnite’s research underscores the growing adoption of Streaming TV, driven largely by the increasing penetration of Smart TVs and improved internet connectivity. The report reveals that Streaming TV content maintains higher engagement levels and a premium environment, making it a more effective advertising channel compared to traditional digital video platforms.
Gavin Buxton, Managing Director, Asia at Magnite, emphasized the transformation: “Our latest research shows that Streaming TV has matured into a primary channel for advertisers in India, offering a premium environment that delivers outcomes unmatched by other digital video platforms.”

Key Findings from the Report

• Stronger Ad Recall: Streaming TV outperforms Video-Sharing Platforms (VSPs) in unaided ad recall by 11%, making it a more effective medium for brand messaging.
• Content Quality Matters: Premium content drives extended viewing sessions, increasing audience engagement and receptiveness to ads.
• Smart TV Adoption Accelerates Growth: The expansion of Smart TV ownership is significantly contributing to Streaming TV’s rapid rise. Smart TV users spend over three hours daily watching streaming content, nearly double the time spent by users on other devices.
• Higher Trust and Credibility: Ads placed on Streaming TV are perceived as more credible, with 88% of viewers stating that seeing an ad on Streaming TV enhances brand credibility.
• Purchase Intent Boosted: Streaming TV viewers not only remember ads better but are also more likely to make a purchase, with 66% expressing interest in buying a product after exposure to an ad.

Advertising Opportunities in a Growing Market

Magnite’s report emphasizes that the ad-supported Streaming TV market is poised for further expansion. Currently, 74% of streaming viewers watch ad-supported content, reflecting a strong appetite for free, high-quality programming. The combination of premium content, trusted advertising environments, and high engagement rates makes Streaming TV a must-buy for brands looking to connect with Indian consumers effectively.

With Smart TV adoption expected to surpass 100 million households by 2029, the reach and impact of Streaming TV will continue to expand. Advertisers who leverage this platform stand to gain significantly from improved brand recall, consumer trust, and purchase intent.

As Streaming TV cements its role as the future of digital entertainment in India, brands and marketers must adapt their strategies to harness its full potential.

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