Global Study: Understanding advertising engagement across different viewing platform types

Streaming video-on-demand (SVOD) platforms used to leverage ad-free services to incentivise user sign-ups. But the landscape post-pandemic has shifted. Consumer behaviours are evolving. Free-to-access content is experiencing a resurgence – and this is enabling advertising video-on-demand (AVOD) and free ad-supported TV (FAST) to disrupt the status quo. 

Samsung Ads’ ‘Understanding Advertising Engagement’ report, produced in partnership with the research agency Verve, examines how advertising engagement differs across global markets – namely India, Germany, Australia and the UK. Here are three key takeaways from the report: 

• AVOD services scored highest for ad engagement across all streaming and linear platforms
• Increased excitement, enhanced relevance and shorter duration were all drivers for AVOD’s performance
• German consumers were least receptive to all forms of advertising; however, nearly 60% of Germans aged 18-34 accepted advertising in exchange for free-to-access streamed content

Download ‘Understanding Advertising Engagement’ for more insights on the state of television advertising.