Vast Majority Of Canadian Internet Users Reachable By CTV | Media Analysis | Business

A examine by LG Ad Solutions’ survey of Canadian shopper ideas on linked TV (CTV) discovered that the medium is close to saturation with 60% of these shoppers utilizing ad-supported functions, as a lot as 88% of Internet users at the moment are accessible by the platform.

The linked TV and cross-screen promoting division of the CE large surveyed greater than 560 Canadian shoppers performed to grasp shopper perceptions and behaviors associated to CTV.

It discovered that whereas 18% of shoppers eliminated a subscription CTV service from the family up to now 12 months and 15% added a free ad-supported CTV service throughout the identical interval, 58% of shoppers favor promoting -supported fashions of CTV. Consumers indicated {that a} shift to ad-supported will proceed as 20% plan to take away a subscription CTV service within the subsequent 12 months, whereas 13% plan so as to add extra free ad-supported providers throughout the identical interval. Almost two-thirds expressed a want to commerce off cheaper subscriptions for advert inclusion.

When requested which subscription providers shoppers use, the highest three have been Netflix (76%), Prime Video (56%) and Disney+ (39%). Almost three-quarters (73%) of shoppers stated they like adverts which can be related to their pursuits whereas 60% favor adverts which can be related to the content material they’re viewing. When it involves streaming adverts particularly, virtually half (42%) assume that streaming adverts are extra related and 29% say they pay extra consideration to them.

The examine additionally revealed that the lounge TV is the popular machine throughout content material sorts, other than social video. 88% of CTV households stated having the lounge as their essential TV residence display was vital for discovery and 48% of shoppers looked for content material to observe instantly from the TV’s native residence display.

“There have been two recent ‘big shifts’ in Canadian television viewing habits – the first was the rise of subscription-driven connected TV, fueled by rapid adoption associated with the initial onset of the pandemic,” stated Tony Marlow, Global CMO at LG Ad Solutions ship touch upon the examine.

“And proper now we’re within the center of the second massive shift, the adoption of free ad-supported linked TV content material. This newest thought management reveals that the majority Canadians now use and like each ad-supported fashions of linked TV. This presents a chance for entrepreneurs to supply higher TV experiences for viewers and join with their audiences on the most important display in Canadian houses.