Magnite Research Reveals Increased Adoption of Streaming Services in Japan Is Driven by Ad-Supported Content
11 July 2023 - 2:00PM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising company, today unveiled its latest research study “The
Rise of Ad-Supported Streaming Services: An In-depth Look at
Viewers’ Changing Habits in Japan.” The research finds that in
Japan, adoption of streaming services, which includes television
content streamed on any device, is driven by the popularity of
ad-supported content and that 71% of TV viewers in the country
watch ad-supported streaming services.
TV viewers across different formats are embracing the value
exchange between advertising and lower-priced access to premium
content, with eight in 10 TV viewers indicating that they would
choose to watch free or reduced-cost ad-supported content. In
addition, 65% of streamers stated they feel it’s unnecessary to pay
for an ad-free service when the same content with ads is available
for a lesser fee.
“Streaming TV is paving the way toward a transformed television
landscape, with ad-supported content continuing to appeal to
consumers and propel streaming’s growth in Japan,” said Ken Harada,
Managing Director of Japan at Magnite. “Our research shows that
streaming content is being consumed across more devices than ever
before, unlocking more opportunities for brands to forge greater
connections with their desired audiences and boost impact across
screens.”
Key findings from Magnite’s study include:
- Streaming services have become essential to ad-supported
viewers in Japan. 72% of this audience consider streaming services
a must-have in their household and 44% said they are watching more
streaming content than the year prior, compared to 4% who are
watching less.
- The premium, high-quality content that streaming TV delivers
engenders greater trust than that of social media platforms. 78% of
ad-supported streamers trust the ads they see within TV, compared
to 60% of social media users who trust ads they see on social
media.
- Exposure to brands across multiple devices drives purchasing
intent. 64% of ad-supported streamers are more likely to make a
purchase from a brand that they engaged with across multiple
devices.
To explore additional insights, please click here.
MethodologyMagnite engaged Harris Interactive
to execute an online survey of 1,243 respondents in Japan from
April 25 - May 5, 2023. The respondents are people ages 16-74 who
watch 7+ hours of TV a week.
About MagniteWe’re Magnite (NASDAQ: MGNI), the
world’s largest independent sell-side advertising company.
Publishers use our technology to monetize their content across all
screens and formats including CTV, online video, display, and
audio. The world's leading agencies and brands trust our platform
to access brand-safe, high-quality ad inventory and execute
billions of advertising transactions each month. Anchored in
bustling New York City, sunny Los Angeles, mile high Denver,
historic London, colorful Singapore, and down under in Sydney,
Magnite has offices across North America, EMEA, LATAM, and
APAC.
Media Contact:Megan
Hughesmhughes@magnite.com
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