Magnite released its most recent research report

Magnite released its most recent research report

In LATAM, 75% of internet-connected TV viewers watch ad-supported streaming TV.

The largest independent omnichannel sell-side advertising company in the world, Magnite, has released its most recent research study, titled “The Rise of Ad-Supported Streaming: An In-Depth Look at How Ads Are Powering Streaming TV in LATAM.” According to the study, 75% of TV viewers in Argentina, Brazil, Colombia, and Mexico who have access to the internet watch ad-supported streaming TV, which includes television programs streamed on any device.

According to the survey, demand for ad-supported content is rising as streaming in the LATAM industry reaches a new stage of maturity. 83% of individuals who watch streaming TV do so while ad-supported content is present. Importantly, viewers of ad-supported streaming TV watch the same amount of programming (15 hours) as viewers without ads, demonstrating that advertising has no negative effects on viewer engagement.

“Streaming is revolutionizing the way audiences consume television content globally, and we completed this study to better understand how this trend is taking shape in Latin America,” stated Rafael Pallarés, Vice President of LATAM at Magnite. “Our research’s findings make it quite evident that Latin Americans are adopting streaming TV. There will be more chances for both publishers and advertisers as a result of streaming TV’s massive popularity and consumers’ acceptance of ad-supported business models.

Major conclusions from Magnite’s research include:
  • Ad-supported venues will probably attract more ad-free streams. 71% of LATAM users who pay for ad-free streaming stated they would use a new ad-based service for free or at a discounted price.
  • Viewers of LATAM streaming TV are multi-device consumers, and brand exposure on various platforms influences purchasing intent. 88% of streamers who are sponsored by advertisements are more inclined to buy anything from a company they interacted with on several platforms.
  • Viewers who are funded by commercials have a lot of faith in the advertisements they see. 83% of this LATAM demographic believes that TV advertisements are trustworthy.
  • LATAM audiences see the utility of streaming TV favorably. 94% of ad-supported streamers claimed that streaming TV offers better programming than traditional TV and 96% indicated that it is a good value as a source of entertainment. In the opinion of 83% of the audience, streaming TV is a “must-have” in every home.