APAC marketers embrace streaming despite questions on effectiveness: Nielsen

Marketers across Asia-Pacific are not fully sold on including streaming channels in their media mix despite more of them using the medium. That’s according to research from Nielsen.

In its 2023 Annual Marketing Report, which surveyed some 2,000 global marketers at the end of 2022, Nielsen found that 85% of marketers in the region have included streaming in their media mix, but only 41% view the investment as “extremely, or very effective”.