Knowledge is power. Knowing what your audience likes helps you serve better and more engaging ads.
At ZypMedia, we are ad tech pioneers, and while we’ve been in the ad tech business for more than five years, we continuously want to deepen our knowledge of the industry by uncovering new facts about the cord-cutting, cord-shaving, and cord-never audiences.
We recently partnered with The Harris Poll to conduct a survey of more than 2,000 U.S. adults. The results surprised us, and we’re excited to share this new data, along with an in-depth analysis, with you.
So if you’re wondering how many streaming services your audiences are using to watch their favorite content, our survey results will really help. Read on!
Nearly half of the audiences surveyed are tuning in to local (i.e., NewsOn and CBSLocal) or free, ad-supported streaming services (i.e., Pluto TV, XUMO, and Roku) to watch their favorite TV shows and movies, at 47 percent and 46 percent respectively.
Consumers ages 18-44 are more likely to watch local or free, ad-supported streaming services than those 45 and older.
|Ever Watch Local Streaming Services||Ever Watch Free, Ad-Supported Services|
|Total (all ages surveyed)||47%||
Men are more likely than women to watch this type of content (50% vs. 42%)
|Cord-cutters* of all ages||57%||67%|
Millennials Prefer Local Ads vs. National Ads
When it comes to consumers who watch free or ad-supported streaming TV, 62 percent of consumers who have a choice of watching local or national commercials prefer local ads. That number is slightly more, at 68 percent, for consumers who watch local streaming services. This is particularly true for Millennials (18-34 years old) who watch free or ad-supported over-the-top (OTT) streaming services. They prefer local ads more than consumers aged 55 or older.
Cord-Cutters and Cord-Shavers Are Still Receptive to Commercials
According to the survey, 30 percent of U.S. adults are cord-cutters, who used to watch cable or satellite TV but now watch all content via streaming services, while even more (37 percent) are cord-shavers who watch both. Yet even cord-cutters are still receptive to commercials. More than half (52 percent) indicated that they don’t mind watching commercials and 47 percent of cord-shavers also agree.
In addition, more than half (51 percent) of consumers who ever watch free, ad-supported streaming services agree that the commercials they see on streaming services are more relevant than the commercials they see on cable TV.
Local OTT advertising resonates well with digital video streamers. Are you taking advantage of this opportunity to get your brand in front of them?
We’ve reached an important juncture with cord-cutting. As more viewers move their screen time away from a traditional pay TV model and towards streaming for a content fix, it’s critical for service providers to be able to target, manage, and run local OTT ads to reach the right set of audiences.
Dig in Deeper
We suggest media companies looking for local OTT advertising solutions seek technology providers that have the right expertise and technology with the ability to serve ads to their local audiences.
For local advertisers looking to access cutting-edge marketing technology, ZypMedia delivers the full package. We can help you and your organization place OTT ads in front of local audiences while helping you drive sales and generate a positive ROI.
SpotX has ranked ZypMedia as one of the top 5 DSPs to help it reach 18x year-over-year growth in advertiser dollars spent on OTT in 2017. We help professionals like you sell over-the-top advertising every day.
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