New Delhi: Ads within premium streaming TV content in India significantly boost ad recall, foster greater trust, and drive higher purchase intent among viewers, according to a new research study. The findings, detailed in the report “Why Streaming TV Is a Must-Buy”, underscore the effectiveness of advertising in this environment. The study was unveiled today by Magnite, the largest independent sell-side advertising company.
According to Gavin Buxton, Managing Director, Asia at Magnite, “The surge in internet access and the growing adoption of Smart TVs are fueling the rapid expansion of India’s streaming TV audience. Our research shows that advertising in the premium streaming environment yields significantly better results compared to other digital formats. With more Indian viewers opting for ad-supported content, advertisers have a unique opportunity to engage highly attentive audiences in a premium setting.”
The study, which focuses on ad performance in India’s fast-growing streaming TV market, reveals that as consumers shift their viewing habits toward ad-supported streaming platforms, advertisers can take advantage of the compelling results generated by premium content. Prabhvir Sahmey, Senior Director, Ad Sales, India at Samsung Ads, commented, “As the Indian market embraces ad-supported streaming, our findings emphasize that ads on these platforms deliver stronger results compared to other digital channels. Streaming platforms that maintain a premium user experience and offer content that resonates with viewers are in a position to retain subscribers and stand out in an increasingly competitive landscape.”
Key Findings from Magnite’s Research:
- Higher Ad Recall and Purchase Behavior: Ads shown on streaming TV lead to significantly higher recall rates compared to video-sharing platforms (VSPs). The study shows that when an ad is aired multiple times, it generates 11% higher unaided recall than VSP ads. This increased recall correlates with purchase intent, with 32% of streaming TV viewers reporting that they frequently purchase products after seeing ads on these platforms.
- The Premium Nature of Streaming TV: 100% of streaming TV content is considered premium, and viewers are more focused and deliberate in their consumption. In contrast, only 8% of video-sharing platform viewers primarily engage with premium content. This difference leads to a more engaged audience on streaming TV, with 86% of viewers paying attention to the ads they see on these platforms.
- Credibility and Trust in Ads: Streaming TV also scores highly when it comes to brand trust and credibility. A significant 86% of respondents believe ads on streaming platforms enhance a brand’s credibility, while 88% report trusting the brands they encounter through streaming TV. This trust directly influences purchasing behavior, with consumers more likely to make future purchases from brands they perceive as credible.
Magnite’s research underscores the growing importance of streaming TV as a key channel for advertisers looking to connect with highly engaged and receptive audiences in India. As streaming platforms continue to evolve and attract a loyal viewership, integrating these platforms into media strategies offers advertisers a compelling opportunity to enhance brand recall, build trust, and drive sales.
