Over Half of Consumers Will Watch Ads Than Pay to Access More Video Content

May 5, 20203min

The research conducted by the global provider of advertising technology Rakuten Advertising on more than 4,500 adult consumers in the UK, France, Germany, Italy, Spain and the Netherlands showed that 38 percent of consumers in the UK are spending more than three hours a day watching video-on-demand services.

Shutdowns of theatre, pubs, and cinemas, as well as cancellations of sporting events, contributed to an increase in the popularity of video-on-demand (VOD) services, as consumers are seeking entertainment while in lockdown.

Thirty percent of consumers say that they consume video content using VOD services, second only to traditional TV viewers which take up 48 percent. Eleven percent of consumers visit video sites and remaining 10 percent use social media to consume video content.

In the UK, 60 percent of consumers are willing to sign up for an AVOD service which allows them to watch video-on-demand content for free with adverts. The research shows that the consumers are generally interested in AVOD services but may not be fully aware of that it includes.

Twenty-six percent of consumers watching major sporting events would be interested in streaming them on an AVOD service, rather than on other streaming options, including pay-per-view and monthly subscription services.

One of the many effects of people staying at home is the changed interaction with brands – consumers are gravitating towards brands with authentic communication strategy during this time.

Thirty-five percent of consumers think that the changed attitude is caused by the consumers’ affected financial situations and that they are leaning towards brands that show emotional understanding.

Anthony Capano, Managing Director, International, at Rakuten Advertising comments, “Giving consumers the opportunity to access premium, quality content for free, as well as enabling brands to advertise in a sensitive and relevant manner, is a necessary evolution of TV now and beyond the COVID-19 crisis.”

Anthony Capano, adds, “With over 50% of people globally watching more streaming services, we can create a sense of escapism through entertainment. Brands have the opportunity to be part of this great content and connect with consumers via AVOD platforms at this time.”

“Advertising alongside content that captivates people’s attention can help brands build positive relationships with consumers. Whether it’s demonstrating empathy or showing support to local communities, brands can use advertising to demonstrate responsibility.”



Sandra Radlovacki

Sandra Radlovacki

Sandra Radlovacki is Assistant Editor at Customer Experience Magazine.

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