Magnite: 68% of Connected-TV Viewers Engage With Commercials

The ongoing consumer migration toward televisions connected to the internet finds that 68% of CTV viewers use at least one live streaming video device, while also engaging with the commercials. Citing a proprietary study, “CTV Live Streaming: TV’s Next Big Moment,” Magnite Research found that a majority of survey respondents are gravitating toward living TV streaming.

The survey was fielded online within the United States from Dec. 23-30, 2021, among 1,500 adults between the ages of 18 and 64 who watch at least seven hours of television per week.

“We commissioned this study to better understand how people access and interact with this [streamed] content,” Sean Buckley, chief revenue officer at Magnite, said in a statement.

Buckley said the data suggests that engagement with live video content extends to the advertising that airs alongside it.

“With more audiences tuning into live-TV via streaming, it’s another indicator that advertisers should be actively exploring this channel,” he said.

While 22% of cable subscribers surveyed in the study said they plan to cancel their pay-TV service within the next six months, 44% said they would cancel if they could access live sports and events through streaming.

Magnite contends the feedback shows that greater awareness and education around live streaming content may spur more cable subscribers to adopt streaming services in place of or in addition to their existing cable service.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Indeed, respondents who stream live sports showed higher levels of acceptance for advertising. Nearly half of live sports streamers (49%) agreed with the statement: “TV ads are an important part of my TV watching experience,” and 62% of live sports streamers said they had discovered new products as a result of watching ads on streaming services.

“CTV is a premium viewing experience with highly engaged audiences that can’t be reached via traditional linear and pay-TV,” added Diana Horowitz, SVP of advertising sales at FuboTV, a sports-themed online TV platform. “Historically live sports kept audiences tied to their cable subscriptions. That’s no longer the case with … marquee events and regional sports networks widely available on CTV platforms.”

Horowitz said 90% of FuboTV viewers watch live content, and 93% of sports content on the platform is viewed live. Other data contends that live sports streamers are likely to watch multiple ad-supported services with an average of 3.6 sports apps.

Sports fans prefer to watch live over watching on demand — 70% of live sports programming is watched in real time. About 67% sports streamers pay more attention to ads that match their lifestyle and interests.

Frndly TV Taps Magnite to Monetize Streaming Content

Frndly TV, a low-cost online TV service, Nov. 16 announced it has inked a deal with Magnite to be its ad server and primary “supply-side platform” in a bid to grow its advertising revenue. 

Launched in October 2019, Frndly TV aims to differentiate itself from Hulu + Live TV, YouTube TV, Sling TV and others, by offering more than 30 live channels for less than $10 per month. With ad-supported streaming on the rise, the streamer contends that working with Magnite opens up new opportunities for ad buyers, including targeting the platform’s 60% female subscribers, with 55% between the ages 18-54, and more than 75% owning their own home.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

“Magnite’s ability to deliver seamless ad experiences, combined with the expertise of its teams, has already added meaningful value to our bottom line, and is helping us maximize our platform’s capabilities,” Steve Sklar, head of advertising sales for Frndly TV, said in a statement.

Earlier this month, Frndly TV inked a distribution deal with A&E Networks, which included A&E, the History channel, Lifetime, Lifetime Movie Network, FYI, Military History and ViceTV, and begin streaming Nov. 18.