Yes, viewers are shifting their TV-watching habits to streaming sources, but there’s good news for video marketers: Viewers streaming live TV can still be reached with ads. According to a report from the Interactive Advertising Bureau (IAB), 67 percent of consumers around the world have live streamed video. Of those viewers, 52 percent would rather watch free, ad-supported video that pay for an ad-free account.
The Middle East and North Africa (MENA) led the way on live video viewing at 90 percent. In North America, 67 percent said they had watched live video.
The IAB got its results by asking a 29 question survey in 21 markets to 4,200 adults (200 in each market).
As an activity, live video streaming is getting more popular: 47 percent say they stream more live video now than they did one year ago, and 44 percent say they watch less traditional TV as a result of the live video they stream.
While some marketers worried that streaming devotees were unreachable with video advertising, it turns out ads and live online video can happily coexist. Globally, 52 percent would rather watch ad-supported free live video than pay for ad-free content. Of those who had seen an ad while streaming live video, 64 percent report taking action afterwards.
In North America, 54 percent would rather watch ad-supported live video. South America was most receptive to the idea, at 59 percent.
The IAB also found that 70 percent of adults 18-and-over watch online video daily through a connected device, which includes computers, phones, tablets, and connected TVs. The areas with the highest averages are MENA at 77 percent and South Africa at 80 percent.
Phones are frequently used to stream live video, but they’re used for shorter viewing sessions. While 62 percent of those surveyed have streamed live video to their phone (and often stream live video multiple times per day), connected TVs get the most live video use: 67 percent of those who typically stream long-form video (30 minutes or more) do so on a connected TV. Phones are more popular for content under 30 minutes in length.
The most common way for people to discover live video streams is through social platforms, where 51 percent get their information. TV shows are the most popular things to stream live.
For more, view the full IAB survey (no registration required).