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1、REPORTOptimizing brand experience in the fast-evolving streaming landscapeAd-supported Streaming TVA new era for streaming adsDISQO surveyed 17,788 US adults from our first-party audience,between December 28-30,2023.More than 2 million people have opted in to share their brand experiences with DISQO

2、,empowering clients to cultivate deep insights about their target audiences and to perform objective,single-source measurement of advertising effectiveness on attitudes and digital behaviors.Survey data informing the report insights is weighted on age,gender,and income.Methodology2023 was a watershe

3、d for CTV.Major streamers like Netflix,Hulu,Max,and Disney+introduced or expanded ad-supported subscription tiers as cost-effective alternatives,and in doing transformed brand experience on TV.Price subtly(or not so subtly)nudged viewers toward these options,and will continue to do so in 2024.Embrac

4、ing the expanded inventory and audiences,brand advertisers and media publishers alike face new challenges in ad targeting,frequency,and campaign measurement.Our Consumer Trends 2024 report found that 58%of streaming subscribers plan to keep their current subscriptions;21%plan to increase subscriptio

5、ns;and another 21%plan to reduce them.Meanwhile,“cord-cutting”isnt slowing;one-third of cable/satellite/telco TV subscribers said they plan to discontinue their services this year.As consumers manage their entertainment budgets,many streamers will likely turn to advertising revenue to help offset pr

6、ice sensitivity.Amazon Prime Video launched its ad tier this month,which will surely create ripples across the industry as competition for consumers eyeballs and advertisers dollars intensifies.So,what do consumers expect from advertising in the new TV environment?How will these expectations impact

7、their subscription decisions?This report offers valuable insights to help streaming platforms and their advertisers optimize viewers brand experiences.As expectations for campaign efficacy rise,one thing is clear:staying ahead of the curve with ongoing testing and measurement is table stakes.Ad-supp

8、orted Streaming TV 3REPORT88%of adults have at least one streaming subscriptionConsumers face no shortage of streaming service alternatives.Overall,88%of consumers reported having at least one streaming subscription.However,crackdowns on shared accounts and the TV bundle comeback have transformed ho

9、w consumers engage with their favorite streamers.Lets look at how these industry shifts have impacted streaming trends.How consumers stream todayDo you stream TV through someone elses subscription?WE ASKEDOVERALL30%-15+25-17+7MILLENNIALGEN ZGEN X-11BOOMERSILENTAccount sharing is waningThe majority o

10、f consumers already have their own streaming accounts,individually or through family plans.About a third reported streaming through someone elses subscription.This number is much higher among GenZers(55%),who are almost twice as likely as the general public to share accounts.This is not at all surpr

11、ising given that younger consumers have lower incomes;thus,they are more likely to share passwords with their parents or friends.However,in 2024,more streaming providers will likely implement measures to reduce account sharing given that Netflix reported increased profits after their own crackdown.T

12、hough frustrated,many consumers chose to invest in their own subscriptions rather than lose access.To increase consumer buy-in and elevate brand experience,platforms should continuously test and refine their messaging around value,options,and ad-supported tiers.Ad-supported Streaming TV 4REPORTBundl

13、es are back with paid TV providers.In Q3 2023,the virtual multichannel video programming distributor category(Fubo,YoutubeTV,etc.)was found to hold more than 20%of US pay TV customers.This was the first time that vMVPD providers held this much share.Meanwhile,major traditional TV providers like Veri

14、zon announced exclusive streaming bundles at reduced pricing to retain share by offering a value-add to their customers.Lets examine these trends to understand how consumers prefer to receive channels.The TV bundle comebackDo you have a multichannel TV subscription?WE ASKEDThose reporting a subscrip

15、tion for linear channels skew older,male,higher income,and with children.Providers have yet to sway some cohorts,namely younger and lower income consumers.Providers will need to find increasingly valuable incentives to have an impact on these cohorts.For example,leaning into messaging around accessi

16、ng linear channels outside of the living room-on mobile and/or desktop devices-could appeal to the younger cohorts who grew up with apps that go everywhere they go.Interactive and personalized experiences that make it easier for consumers to discover more content they like is also a ripe opportunity

17、.GENERATIONGEN ZMILLENNIALGEN XBOOMERSILENT75K75K-125K125K+OVERALLINCOME41%35%39%43%47%53%41%47%53%NO CHILDRENCHILDRENPARENTAL STATUS39%45%FEMALEMALEGENDER37%46%Ad-supported Streaming TV 5REPORTWhen asked about how they like to receive TV channels,consumers reported a preference for smaller,category

18、-specific bundles such as Disney+and ESPN+,over individual channels or larger packages.This suggests that consumers seek offerings that align with their specific interests versus having access to everything,most of which they may never view.Streaming providers looking to grow must delicately balance

19、 and message value for the money relative to their bundles or packages.Continued.How do you prefer to receive your channels?WE ASKEDSMALL BUNDLES:Like ESPN+,Disney+,Hulu,etc.PACKAGES:Through providers like Comcast,Verizon,etc.INDIVIDUAL:la carte48%26%26%Ad-supported Streaming TV 6REPORTThe prolifera

20、tion of ad-supported streaming services over the last year has changed the game for good.In October 2022,mere weeks before Netflix and Disney+launched their ad-supported tiers,DISQO surveyed consumers about their interest in these cost-effective alternatives.At the time,36%said they didnt like the i

21、dea of ads in exchange for discounted streaming services.Over a year later,only 13%said they werent likely to subscribe to a discounted streaming service with ads.Fifty-five percent(55%)said they were likely to subscribe to a discounted service,and another 37%said they were unsure.Receptivity has in

22、creased as consumers experiences with ad-supported tiers have grown.No doubt,budget consciousness and streamers price hikes have had an impact.Receptivity to ad-supported tiersThe most notable demographic differences are in age.Older consumers are more skeptical than younger ones.As platforms raise

23、prices to nudge viewers toward ad tiers,platforms will need to identify ways to entice older consumers,whether introducing new bundles or catering ad content to them.Over a third of consumers across all demographics reported that they were“not sure”about their willingness to subscribe to an ad-suppo

24、rted tier.This presents a unique opportunity for streaming providers to sway consumers over with a positive experience.But what does that experience entail?Next,we feature qualitative insights about what would make consumers viewing experiences more enjoyable.How likely are you to subscribe to a str

25、eaming service with ads?WE ASKEDEXTREMELY LIKELY VERY LIKELY SOMEWHAT UNLIKELY NOT AT ALL LIKELYNOT SUREGEN ZMILLENNIALGEN XBOOMERSILENTOVERALLNO CHILDRENCHILDREN5%5%6%9%15%23%10%6%37%41%37%36%36%40%38%36%8%6%8%7%9%11%8%7%34%36%32%31%27%19%30%33%17%12%17%16%13%7%14%18%Ad-supported Streaming TV 7REPO

26、RTWE ASKEDWhat advice would you give streaming advertisers to make the experience more enjoyable?FEMALE,44INCOME:$75,000-$124,999Take your audience into account.Who is watching that particular show,and what kind of content will they be interested in?MALE,44INCOME:$75,000-$124,999Pick moments wisely

27、so as not to interrupt the viewing experience.I have gotten so upset that I stopped buying from a brand for a while because of that.FEMALE,41INCOME:$125,000+Be sensitive to whether your brand and the overall vibe/energy of the ad matches the show or movie thats playing.I project my frustration onto

28、the product if it doesnt match.MALE,42INCOME:$75,000-$124,999Have a big block of ads before the show or movie starts,so the content doesnt get interrupted in the middle,but we still have to sit through the ad block.FEMALE,44INCOME:$75,000-$124,999Dont run the same ad over and over during one program

29、 or within two hours of each other.By the time I have seen an ad 3 times within less than 2 hours,I am upset with the advertiser.MALE,56INCOME:$125,000+Allow the viewer to have control over ads,like blocking certain ads if the topic/item of the ad is offensive or ideologically opposed to the viewers

30、 preferences.Discounts are king So,what is effectively motivating consumers to subscribe to ad-supported streaming tiers?Unsurprisingly,its saving money.People are enticed by the discounts they receive in exchange for viewing ads.Another quarter of consumers are just simply resigned to the presence

31、of ads on most entertainment channels,so it doesnt dissuade them.Theres still some work to do on relevance and entertainment,however.Brands that introduce new engagement tactics(i.e.QR codes,choose your own ad formats)and target content appropriately can have an outsized impact.Driving interest in a

32、d-supported tiersPrioritize the viewing experienceExperiences are a top priority for consumers.Overall,dislike of ads tops this list.People are also concerned about ads disrupting their viewing experience or cutting into their binging time.Brands that develop content with a keen eye toward the consu

33、mer experience will break through the crowded ad-supported marketplace.What are some reasons you would or would not opt for a lower-cost ad-supported tier?WE ASKED59%25%12%10%9%50%48%30%23%COST SAVINGSUSED TO ADS EVERYWHERECONTENT BREAKENTERTAINMENTSTAY UPDATED ON PRODUCTSDISLIKES ADSREDUCES ENJOYME

34、NTHINDERS BINGINGSERVICES SHOULDNT HAVE THEMWOULDWOULD NOTAd-supported Streaming TV 9REPORTWe know that consumers are enticed by the discounted price of ad-supported tiers.But theres always a delicate balance in navigating price with a good brand experience,in order to avoid alienating customers.Her

35、e,we examine consumer expectations for pricing in detail.So how much should it cost?Whats the ideal discount for an ad-supported streaming service?WE ASKEDConsumers are fairly split on the cost of ad-supported tiers,but most agree that they should still pay something for them.Only one-fifth said the

36、se tiers should be completely free.The largest portion of consumers(34%)believe ad-supported tiers should be discounted by 26-50%,but the 51-99%bucket follows closely behind at 23%.Its worth noting however that one-fifth is open to a 0-25%discount,which suggests just how much value consumers see in

37、streaming offerings.FREE51-99%LESS26-50%LESS11-25%LESS0-10%LESS34%23%22%14%6%Ad-supported Streaming TV 10REPORTNot every streaming ad is created equal.We asked consumers to rank different factors that would make streaming ads more tolerable.This chart shows that consumers favor three factors:signifi

38、cant cost discounts,less ads than on traditional tv,and limits on how many times a specific ad repeats.What makes ads in streaming TV tolerable?Rank the factors that make ads more tolerable in streaming platforms.WE ASKEDIndex score:Most tolerable streaming ad formats;weighted by rank-order feedback

39、.Higher scores indicate stronger preference for this formatWeve already seen just how important cost savings are for todays consumers,so the top-ranked factor is no surprise.Other top factors speak to just how important it is for advertisers and streamers to closely partner and innovate streaming ad

40、vertising to solve for things like ad loads and frequency.SIGNIFICANT COST DISCOUNTFEWER ADS THAN TRADITIONAL TVAD FREQUENCY LIMITS PERSONALIZATIONFEWER ADS BUT LONGERMORE ADS BUT SHORTERINTERACTIVITY100878373686555Brand experience in streamingIn our Consumer Trends 2024 report,61%of consumers said

41、that the specific experiences they have with brands are the top perception drivers.Here,we examine how consumers experiences with streaming ads impact their feelings about the brands.How do you feel about the brands that advertise on streaming platforms?WE ASKED9%13%17%28%41%NEUTRALWORRIEDCURIOUSANN

42、OYEDGRATEFULThe largest percentage of consumers feel neutral about brands advertising on streaming platforms,simply because they see ads everywhere.This neutrality suggests that consumers could be open to positive experiences with advertising.However,a good portion of consumers feel annoyed(28%)or w

43、orried(17%)about advertisers disrupting their shows,or frustrating them with repetitive content.Theyre not willing to settle for the bare minimum.Instead,they demand an awareness of how advertising impacts the viewer experience and expect providers to cater content and formats to them.A disregard fo

44、r this may result in serial churn,and a loss of the very customers advertisers want to reach.5%7%HOPEFULEXCITED41%feel neutral about brands advertising on streaming servicesAd-supported Streaming TV 12REPORTCost savings speak volumesThe most appealing aspect of ad-supported streaming tiers to consum

45、ers is the cost savings.Inflation and recession also top consumers list of 2024 concerns,so highlighting the value of ad-supported tiers and bundled options is a good messaging strategy for providers.Test messaging that acknowledges value-for-the-money to the most cost-conscious cohorts.Develop cont

46、ent for the audience and platformFrom our qualitative insights,its clear that consumers want advertising content that aligns with the platform and is catered to their interests.While this is a tall order,there are steps publishers and advertisers can take to meet these expectations.A clear and robus

47、t measurement framework provides the necessary insights to understand whats working(or not)and with whom to ultimately optimize content by platform and audience.Let brand experience be your North Star2024 is not the year to wing it with streaming campaigns.As brands continue pushing into the streami

48、ng space and competition becomes even steeper,special attention should be devoted to creating a seamless experience for viewers.No matter what outcomes brands hope to fulfill with ads,they wont be achieved by disrupting the experience.Invest in understanding your audience and how they engage with br

49、ands on streaming platforms(and with your ads specifically).TakeawaysHolistic ad measurementBehavioral Targeting Using the industrys largest fully-consented panel audience,we can help you execute cutting-edge targeting on your audiences of choice.Because many of our panelists openly share their beha

50、vioral experiences with us through digital metering,were able to offer surveys that target specific audiences like adult beverage drinkers,health enthusiasts,and online shoppers.Ad TestingBrands and their creative teams can nimbly test creative assets and messaging prior to going in-market.Evaluate

51、which advertising content is best,which celebrities resonate with diverse audiences,and whether specific message attributes can lead to incremental improvements in brand positioning.Tests can be built across campaigns,creative types,channels,and target audiences to confidently evaluate all necessary

52、 assets.The industry-leading speed and cost-effectiveness of DISQO Ad Testing allows brands and agencies to replace guesswork with data by testing every creative.Brand and Outcomes LiftDISQO provides holistic,cross-media ad measurement.Our Brand Lift product enables cross-platform measurement of att

53、itudinal lift on KPIs like awareness,consideration,and favorability.Our Outcomes Lift product uniquely adds measurement of post-exposure digital behaviors across platforms.Combined,these products give brands,agencies,and publishers a complete picture of full-funnel advertising effectiveness,and enable powerful conclusions about performance across audiences and channels,and against competitors.Measure&optimize streaming campaigns with DISQO!REPORT