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73 percent expect to maintain or increase streaming viewership after the Covid pandemic
89 percent of Southeast Asian viewers will watch ads in exchange for free programming
The study, which surveyed usage and viewing habits on OTT platforms in
“The pandemic has ushered in an accelerated shift to OTT, and there’s no turning back. This is not surprising, given that many consumers have been spending more time at home, and OTT content is more convenient and more accessible than ever,” said
Underscoring this point, the study also showed that OTT has the potential to seriously disrupt traditional primetime TV. The majority of OTT viewers (70 percent) prefer to tune in between the hours of
As part of this shift, Southeast Asian viewers are willing to embrace ads for free content. Regionally, more than 100 million people use ad-supported OTT platforms, with the vast majority of viewers (89 percent) willing to watch ads in exchange for free programming.
“As streaming services continue to provide more and richer streaming content to fulfill growing demand for OTT content, brands can create engaging advertising experiences that Southeast Asian viewers are willing to consume,” said Waters. “And with OTT, advertisers have the opportunity to invest in data-driven advertising approaches and platforms that will help them succeed in this new future of TV.”
Key findings from the research include:
Methodology
This report was commissioned by
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The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20201207006003/en/
jennie.johnson@thetradedesk.com
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