Ad Receptivity and the Ad-Supported OTT Video Viewer

The IAB released a report focused on ad-supported OTT.

Key finding #1:73% of adults who watch streaming video also consume ad-supported video. This has been a big worry that a large segment of viewers is unreachable with ad-supported content.

Key finding #2: Ad-supported streaming viewers are incremental reach for linear TV ad campaigns.

Key finding #3: Certain demographics over-index in ad-supported streaming.

Share of demos that watch most ad-supported streaming (% of population):
1) Male — 60% (40%)
2) 18–34–44% (30%)
3) 35–54–37% (33%)
4) $75K+ — 34% (28%)
5) Kid in HH — 51% (41%)

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