Australian viewers prefer the CTV ad experience over linear TV, IAS finds

Integral Ad Science (IAS), a global leader in digital media quality, today released new research on Connected TV (CTV) trends in Australia. 

The report explored how CTV shapes the future of digital content consumption among Australian consumers and how they feel about the ad-supported streaming experience.

One of the major key findings of this report showed that 94% of Australian users think there are features of the CTV ad experience that make it better than linear TV. The ability to skip ads, fewer ads and shorter ads are critical differentiators for Connected TV.

Moreover, people are streaming with CTV, and most are watching at least some ad-supported content with 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms. 

The report also showed that YouTube with ads is the top ad-supported content on CTV, with 73% of consumers using their connected TV to watch YouTube with ads.

In addition, 53% of consumers say they will view an ad to completion if it is relevant to the content they are watching.

IAS country manager ANZ, Jessica Miles, told Mumbrella: “Australian consumers have been quick to embrace CTV and streaming platforms as the future of television. They have high expectations for ad relevance in these new digital environments.

“The SVOD (Subscription Video on Demand) market in Australia is at saturation point, and publishers are pivoting to offer AVOD (Advertiser Video on Demand) to maintain profitability and retain audiences.

“The demand from buyers for AVOD on CTV is also growing exponentially, fueled by increasing targeting options, increased measurement, and CTV’s ability to be bought programmatically. Combining transparency and programmatic efficiency will allow advertisers to reach wide audiences more efficiently and engagingly.”

Other insights from the report showed that 91% of Australian consumers watch streaming content on TV. People are spending more time at home than ever before, and it’s no surprise that the vast majority of them prefer to watch content through CTV. When deciding how to stream, Smart TVs top the list of preferred devices.

As well as this, almost two-thirds of respondents say shorter ads and shorter ad breaks make their CTV ad experience better.

IAS ran an online survey among Australian consumers to understand perceptions of the connected TV and streaming video content. 

Specifically, this study looked at consumer use and behaviours associated with watching ad-supported streaming video content, perceptions on the ad experience on CTV, and how the experience can be improved. During the month of March 2022, there were 1,000 Australian consumers surveyed.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.