The Asia Video Industry Association (AVIA) has released the second phase of its research into differences between advertising in premium OTT and mass streaming video environments (UGC / video sharing services). While phase 1, completed in 2022, looked at consumer usage and attitudes towards advertising in both environments, phase 2 gauged consumer attention and recall to ads in both a premium and mass environment. Research was conducted between January to April 2023, and conducted by Milieu … [Read more...] about Latest Research Demonstrates Significant Uplift in Effectiveness of Advertising on Premium OTT Advertising over Mass Streaming Services
The Trade Desk
The Trade Desk study finds Southeast Asia moving towards a new model of TV consumption
A third (34 percent) of Southeast Asian viewers are now streaming over-the-top (OTT), according to a new study by The Trade Desk (NASDAQ: TTD). The research also shows that the region welcomed 20 million new OTT viewers in the past year. There are now 200 million users who stream 9.7 billion hours’ worth of OTT content per month, an increase of 22 percent in OTT consumption over the past year. This is further indication that OTT services are meeting consumer demand for professionally-produced TV … [Read more...] about The Trade Desk study finds Southeast Asia moving towards a new model of TV consumption
