Parks Associates' Eric Sorensen unpacks the era of ad-supported streaming video, where there's work to be done before consumers get on board.
Parks Associates data shows that the vast majority - 88% - of US internet households shop online at least monthly. The just published study of 8,000 internet households in the US, T-Commerce: Buying Through the TV, explores the potential of T-commerce to generate additional revenues for video service providers and the effectiveness it may have in advertising brands and sales.
A recent survey of 8,000 US internet homes conducted by Parks Associates in Q3 2023 indicates that the streaming industry has much work to do before consumers begin to appreciate advertising in streaming services. Most consumers believe the ads are repetitive and shown too often. 73% of consumers believe the same ads repeat too often, and 66% say there are too many ads in the content they are consuming.
From the article, "AVOD and FAST take the lead: Navigating the new era of advertising – Industry Voices: Sorensen" by Erik Sorensen