In an era where streaming platforms dominate entertainment, a recent study by the Television Bureau of Advertising (TVB) sheds light on how viewers engage with both ad-supported and ad-free content. The research reveals that despite the growing popularity of subscription-based video-on-demand (SVOD) services, traditional broadcast television continues to play a crucial role in reaching audiences. This analysis provides valuable insights into consumer behavior and advertising effectiveness across different media platforms.
Exploring the Impact of Streaming Habits on Advertisers
The TVB's comprehensive survey, conducted among 4,000 participants by GfK, uncovers several key trends in the world of streaming and linear TV viewing. One of the most significant findings is that television remains the preferred device for streaming content, including services like Apple TV+. Notably, 86% of respondents subscribe to at least one SVOD service, but many users of major platforms such as Netflix, Disney+, and Max opt for ad-free experiences. In fact, over half of these subscribers do not encounter advertisements during their viewing sessions.
For advertisers, this presents both challenges and opportunities. While some viewers actively avoid ads—74% of YouTube viewers skip commercials when possible—broadcast TV still reaches a staggering 91% of SVOD users. This includes those who specifically choose ad-free subscriptions. Local TV news also emerges as a trusted source of information, with its digital platforms ranking highest in credibility among viewers.
These results highlight the enduring importance of broadcast television in connecting advertisers with consumers, even in an increasingly fragmented media landscape. As Hadassa Gerber, TVB’s Chief Research Officer, emphasizes, the reach of broadcast TV remains robust, ensuring that it continues to be a vital channel for reaching a broad audience.
From a journalistic perspective, this study underscores the evolving relationship between consumers and media platforms. It suggests that while streaming services offer convenience and choice, traditional broadcast TV retains its relevance and influence. For advertisers, this means that investing in both formats can maximize exposure and engagement. Ultimately, the coexistence of these platforms offers a richer, more diverse media environment for all stakeholders involved.