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Connected television (CTV) has become mainstream in Indonesia, with 7 in 10 consumers having access. 92% have also increased their consumption of streamed content during the Covid-19 pandemic.

In Australia, 8 in 10 have access to CTV, with almost half (47%) of Australian consumers preferring to stream video content on a connected TV than on a mobile, desktop or tablet.

This is according to a research report by Integral Ad Science (IAS) exploring ’The Impact of Stay-at-Home Behaviours on CTV’ among Indonesian and Australian consumers.

“The majority of Australian and Indonesia consumers are consuming free and ad-supported streaming content via CTV,“ says Laura Quigley, the senior vice-president for APAC at IAS.

“This gives advertisers a real opportunity to connect with consumers via this high impact medium in the lead-up to the peak shopping season... We expect ad spend on CTV to increase through the remainder of 2020.”

CTV in Indonesia

• Mobile dominates as the overall digital medium of choice for Indonesians, with 76% of consumers using mobile to stream video. There is growing adoption of CTV, however, with 29% engaging with this medium for video content consumption.

• There is strong adoption among CTV users for both subscription and free ad-supported content, with 83% having added a subscription service this year and 89% having added free streaming to their repertoire.

• 8 out of 10 respondents said they were willing to see ads in exchange for free video streaming, meaning the quality, context and relevancy of ads becomes key to increasing engagement.

• On the quality and relevancy of ads seen during the streaming of videos, almost 6 out of 10 respondents said they prefer high-quality ads (ads appearing in a high-quality environment) when they are watching free streaming video content and more than half (56%) said that the ads must be relevant to the content they are watching.

• Contextual relevance of ads in streaming content helps maintain consumer attention, with the majority (75%) of consumers interviewed likely to view an ad to completion if it is relevant to the content they’re engaging with.

CTV in Australia

• 78% of consumers say they have increased their consumption of streaming content during the Covid-19 pandemic lockdown. Consumers are significantly more likely to add a free streaming service (57%) than a subscription service (49%) during Covid-19 quarantine measures.

• While streaming is growing, consumers may be starting to feel subscription fatigue as 76% of respondents report they are willing to see ads in exchange for free video streaming. The majority (62%) plan to add free video streaming services in the next 12 months.

• In response to the quality and relevancy to the streaming ad placement, almost 6 out of 10 Australian respondents said they prefer high-quality ads (ads appearing in a high-quality environment) and almost half indicated that the ads must be relevant to the content they are watching.

• Contextual suitability of ads associated with streaming content helps maintain consumer attention, with more than half (55%) of Australian consumers likely to view an ad to completion if relevant to the content they’re engaging with.