Bitcentral: Older Streamers, Password Sharers More Likely to Watch Ads Than Subscribe

Older streamers are more interested in watching ads in exchange for less-expensive SVOD access, including free ad-supported streaming television (FAST), according to new data from Bitcentral.

Citing a survey of 1,000 respondents who subscribe to Netflix, Prime Video, Disney+ and/or Apple TV+, conducted in August by Sapio Research for Bitcentral, nearly half (46%) of respondents said they do not believe they are getting good value from major streaming services, with nearly 20% saying the platforms could do better.

The research shows that Baby Boomers (aged 59-77) would be more likely to watch three ad breaks an hour (44%) than Millennials (32%). Netflix’s crackdown on password-sharing has not been popular, suggesting the initial boost the streaming giant has seen in new subscriptions may be short-lived. Two-thirds (65%) of subscribers say the crackdown on password sharing has driven them to look elsewhere. Millennials (aged 27-42) say they are most likely to switch, with a third (33%) saying they are very likely to consider other providers.

Audiences are open to free, advertising-based options, with three-quarters (75%) saying they are interested in trying FAST services like Pluto TV, Tubi, The Roku Channel or Amazon Freevee — as long as they keep the ads short. Well over half (58%) say they would only watch a free streaming service if it had fewer and shorter ads than traditional commercial TV. Over half (56%) say they want ads to be under 30 seconds long.

Indeed, more than half of respondents (56%) said they are more willing to watch FAST services if ads are “highly relevant” to them. Advertising-based streaming services that consider local preferences also stand to generate more ad revenues. Almost 20% of New York-based respondents consider six or more ad breaks per hour acceptable, while in California this figure drops to just 13%.

“Despite what may seem a crowded streaming marketplace, there is ample opportunity for companies with high-quality content to succeed in the direct-to-consumer streaming market,” Greg Morrow, GM Streaming Media Group, Bitcentral, said in a statement.

Morrow said that while most of the industry conversation is dominated by big streaming services that cater to a mass market, there are whole swathes of viewers who are more than open to change and embrace advertising if the content and price point are right.

“There is a fantastic opportunity for D2C providers with access to first-party data to grow revenues by catering better to the nuances among their audience, such as age, location, and genre,” he said.

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Industry Association OTT.X Adds New Members

OTT.X has announced the addition of several new members: Added TV, Axinom, Bitcentral, Bright SDK, Column6, Deluxe, FilmRise, FPT, Frequency, Golden Media Group, GumGum, JW Player, Navio Networks, Proreal, Shout! Factory TV, SymphonyAI Media and Wurl. 

  • Added is a technology company that specializes in providing a cutting-edge ad serving solution for CTV and In-App advertising. 
  • Axinom provides the building blocks for developing video streaming platforms.
  • Bitcentral helps companies simplify the production, asset management, distribution, and monetization of content.
  • Bright SDK powers many large e-commerce and travel websites by indexing publicly available web data such as product prices and reviews. It uses the user device to anonymously download a few web pages from well known Internet sites.
  • Column6 provides a suite of technology, tools, and talent for complete inventory management to maximize publisher ad revenue.
  • Deluxe helps clients with everything from global cinema, content distribution, localization, and mastering to end-to-end innovation and scale across streaming, theatrical, broadcast and mobile landscapes.
  • FilmRise is a Brooklyn-based film and television studio and operator of the FilmRise Streaming Network, the world’s largest independently owned portfolio of ad-supported streaming apps and FAST channels.
  • FPT is a global technology and IT services provider headquartered in Vietnam.
  • Frequency is a Los Angeles-based software company that builds and operates Frequency Studio, a cloud-based video SaaS platform for the creation, distribution, and monetization of linear channels.
  • Golden Media Group distributes and sells film rights.
  • GumGum is a contextual-first global digital advertising platform that aims to capture consumers’ attention, without the use of personal data. 
  • JWP offers a SaaS video platform.
  • NAVIO Networks is a multi-channel distributor of 24/7 CTV linear streaming FAST channels.
  • Proreal is a boutique streaming platform, catering to niche audiences, with a strong presence in the Indian Subcontinent and worldwide, including America, Australia, Asia (esp. South Korea) and MENA.
  • Shout! Factory TV is a digital entertainment streaming service that brings cult favorites to pop culture fans.
  • SymphonyAI Media, the media and entertainment business unit of SymphonyAI, is a provider of AI-powered cloud solutions that deliver content, distributor, and customer insights to global media and entertainment organizations.
  • Wurl helps content companies, streamers, and advertisers reach consumers worldwide, enabling them to maximize revenues, expand into global markets, and grow audiences.

 

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