Magnite Research Highlights Opportunity for Brands Amidst Growth of Ad-supported Streaming in Indonesia
29 November 2023 - 3:00PM
Magnite (NASDAQ: MGNI), the world’s largest independent sell-side
advertising company, today unveiled its latest research study,
“Streaming TV’s New Era: Embracing Ad-supported Streaming Across
Screens in Indonesia.” The research finds that ad-supported
streaming in Indonesia continues to gain momentum and 69% of TV
viewers in Indonesia watch ad-supported streaming.
According to the study, streamers in Indonesia spend an average
of two hours a day watching streaming content and demonstrate high
levels of cross-device viewing habits. While smartphones are the
primary device used to consume TV content, 61% of ad-supported
viewers watch on smart TVs always or most of the time in a typical
week. Their cross-screen engagement creates meaningful connections
as nearly all (97%) ad-supported streamers are more likely to make
a purchase from a brand they engaged with across multiple
devices.
“Ad-supported streaming in Indonesia is experiencing continued
growth as viewers gravitate toward accessible, premium television
content,” said Gavin Buxton, Managing Director of Asia at Magnite.
“Our research highlights streaming’s ability to drive brand
visibility and trust and that viewer engagement extends beyond the
streaming content to the accompanying advertising as well. As
streaming continues to scale, brands should look to this channel to
drive impact among a highly engaged audience.”
“Magnite’s research findings validate the effectiveness of
ad-supported streaming and its ability to engage viewers for long
periods by providing an immersive, cross-screen experience,” said
Yogi Triharso, Head of Emtek Digital Data and Programmatic. “The
shift towards ad-supported streaming content presents a prime
opportunity for brands to capitalize on OTT platforms like Vidio.
Leveraging this avenue enables diversification of marketing
strategies, facilitating adept navigation of the dynamic streaming
market while broadening audience reach.”
“The combination of high quality content and a seamless user
experience is fueling the increase of ad-supported streaming in
Indonesia,” said Anurag Sure, Lead Biddable, Mindshare Unilever
Indonesia. “Magnite’s research underscores streaming as an
influential channel that brands should consider when evaluating
their media strategies given the high engagement of ad-supported
streamers across various devices. This offers brands a valuable
opportunity to bolster their connections with consumers and amplify
the scope of their advertising initiatives across different
screens.”
Additional key findings from Magnite’s study
include:
- Streaming services are essential in Indonesian households and
86% of ad-supported streamers consider streaming to be a must-have,
while nearly 7 in 10 said they are watching more services with ads
versus a year ago.
- Ad-supported streamers are comfortable providing information
about themselves if it results in a more relevant ad experience and
this more personalized environment leads to better outcomes. 94% of
ad-supported streamers are more likely to pay attention to ads that
are relevant to their interests.
- Streaming is capturing the
attention of viewers more than social media. 94% of ad-supported
viewers watch streaming content for long periods each time they
watch, while 89% of social media users report scrolling quickly
through their feed until they reach a post of interest.
To explore additional insights from the full report, please
click here. Further individual market reports will follow in the
coming months.
MethodologyMagnite engaged Harris Interactive
to execute an online survey of 1,368 respondents in Indonesia from
September 7 - 19, 2023. The respondents are people ages 18-74 who
watch 7+ hours of TV a week, including streaming.
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 Hughes mhughes@magnite.com
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