Singapore, July 1, 2024 – In a recent survey conducted by Moloco, a leader in operational machine learning and performance advertising, in collaboration with the independent research company YouGov, significant insights have emerged regarding consumer perceptions of ads on streaming platforms. The Consumer Perceptions of Ads on Streamers Survey 2024, which included over 1,000 respondents each from India and the US, signals a tipping point in consumer consumption habits as they transition from traditional TV to streaming media.
Dave Simon, General Manager of Growth Initiatives at Moloco, underscores the importance of delivering a seamless ad experience: “It’s important to get the ads experience right because consumers will cancel a subscription based on the ads experience. This research is a wake-up call for many streaming media platforms to transform their approach to building an ad business.”
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The survey reveals that Indian consumers are notably open to watching ads in exchange for lower or no subscription fees. Siddharth Jhawar, General Manager of Moloco India, highlights, “Indian consumers do not mind watching that extra ad which can lower or entirely remove subscription fees to watch content – this insight got validated when this survey showed that two-thirds of Indian consumers chose lower fees in exchange for watching ads. What’s even more interesting is that approx. 80% of customers prefer personalized ads, which significantly influence their decision-making process.”
Key findings from the survey include:
Shift from Traditional TV to Streaming Platforms
- 60% of Indian consumers use mobile phones for personal streaming, compared to 26% for Smart TVs, 11% for laptops/PCs, and 3% for tablets.
- 34% of Indian consumers have already cut the cord with traditional TV services, with an additional 27% considering it.
Ad Preferences
- 44% of Indian consumers believe that relevant and interesting ads enhance their viewing experience.
- Pre- and post-roll ads are preferred over mid-roll and banner/display ads, which are seen as intrusive.
Importance of Personalized Ads
- 41% of Indian consumers have canceled a subscription due to a poor ad experience.
- 78% prefer personalized ads, with 48% favoring personalization based on viewing habits alone, and 30% preferring personalization based on both viewing habits and personal data.
- Ads on streaming platforms influence the decision-making process for 83% of Indian consumers.
Vanessa Khoo, Senior Research Manager at YouGov, emphasizes the impact of personalized ads: “The ads experience is clearly important, especially with consumers not just adjusting to ads on streaming media platforms but embracing ads. This research showed that consumers find ads compelling and influential in their overall decision-making process for product purchases.”
Survey Methodology: The online survey was conducted in India, focusing on consumers who watch video content at least once a month, including streaming content. It included 1,005 respondents and was carried out from January 19, 2024, to February 5, 2024.
About Moloco
Moloco’s mission is to empower businesses of all sizes through operational machine learning. Their platform enables app publishers, commerce marketplaces, and streaming businesses to leverage first-party data to drive growth and performance. Founded in 2013, Moloco has offices across the globe, including the US, UK, Germany, Korea, China, India, Japan, and Singapore.
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