Key Points
- Streaming services beat traditional TV on trust, ad quality and viewing experience, according to a survey conducted by Magnite.
- Connected TV viewing is largely a shared, co-viewing experience, with viewers open to more ads during live content.
- Pre- and post-event “shoulder” programming extends advertiser reach and boosts brand impact.
Live streaming has become a multi-genre habit rather than a sports-only pursuit, according to a new survey from advertising technology company Magnite, which found that news, entertainment and cultural events are drawing nearly as many streaming viewers as live sports.
Magnite worked with Bounce Insights to survey 835 U.S. over the age of 18 who watch live content via streaming services for its latest report called “Inside the Live Experience: Live Viewing Behavior and Ad Engagement in the U.S.”
Sports remained the most-streamed live category, with 63 percent of respondents saying they streamed live sports in the past three months. But live news was close behind at 62 percent, while half of respondents streamed live events such as concerts, award shows or cultural moments, and 48 percent streamed live TV shows.
Streaming also drew favorable comparisons to traditional TV: 61 percent of respondents said streaming services offer better content variety, 58 percent said video quality and reliability were better, and 56 percent rated the overall viewing experience higher than linear television.
“What this research illustrates is that the opportunity around live streaming doesn’t begin and end with the main event,” said Magnite Senior Vice President of Demand Mike Dupree. “The content surrounding live programming is an increasingly important part of the viewing experience and extends engagement beyond the broadcast itself.”
Advertisers may find that trust extends to commercials as well. Streaming services ranked as the most trusted platform for delivering a high-quality live experience, ahead of both traditional TV and video-sharing platforms. Fifty-seven percent of respondents said brands that advertise during a live stream seem more premium, and 51 percent said those brands seem more trustworthy.
Connected television has become a communal experience, the study found. Nearly all respondents said they use connected TV to stream live content, and 69 percent said they are always or often watching that content with others. Viewers also indicated a tolerance for advertising during live programming, with 79 percent open to the same or more ad load per hour compared with on-demand content, and 55 percent saying they always or often use a second screen while watching live content on a TV, with 24 percent of that group using the second screen to shop online.
The full Magnite study is available by clicking or tapping here.
