According to Magnite Research, ads on streaming platforms in India attract more attention than ads on social media

In a report titled "India Embraces the Streaming Era," published today by Magnite, the largest independent omnichannel sell-side advertising platform in the world, it was discovered that ads on streaming platforms attract more attention than those on social media. Almost two thirds of streamers in India (64%) are more receptive to advertising on streaming platforms, with many claiming to frequently do a product search (48%) and make a purchase (33%) after the fact.

The study also discovered that people prefer free or advertising-supported content versus paying for an ad-free experience. 80% of streamers would rather watch ads-supported material than pay a monthly charge to use an ad-free platform.

We commissioned this survey to better understand consumption trends among the fast-expanding India streaming audience because OTT is unrivalled in its capacity to engage viewers "Gavin Buxton, Managing Director for Asia at Magnite, remarked "One of the study's primary findings is that, in terms of attention and purchasing power, OTT advertising surpasses other platforms like social media. In order to target the relevant audiences, advertisers should aggressively explore this channel since three-quarters of video consumer’s stream more now than they did a year ago.

Streamers like streaming over traditional TV and intend to increase their usage.

According to the report, two thirds of streamers prefer using streaming services to traditional TV, and they cite platform usability, content discovery, and content quality as the main drivers in their choice to stream. 75% of streamers are streaming more video material now than they were a year ago, and 66% anticipate streaming more in the upcoming year.

According to Bharat Khatri, Chief Digital Officer, APAC at Omnicom Media Group, "The migration of audiences from linear TV to streaming signals an opportunity for our clients who are looking to invest in CTV and incorporate TV buys into their overall advertising strategies with screen-agnostic planning." According to Magnite's research, "With the variety of available inventory expanding and the demand for streaming across India, advertisers should pay attention to where viewership is going and invest in OTT to reach highly engaged audiences watching their favourite shows. The measurement landscape is also undergoing a significant change, with viewability being defined as three seconds, or the equivalent of half an advertisement flashed on screens that are scrolling quickly. The need of the hour is to start optimising based on attention to generate incremental value across creative, media planning, and buying, which will in turn improve brand health and performance. It's easy to see a growing gap between the opportunity to be seen and actually being seen.