Magnite has released a study, Live and Kicking: An In-Depth Look At Live Streaming in Australia, that found sports streamers are more responsive to advertising than traditional TV watchers.
Magnite engaged Harris Interactive to execute an online survey to a nationally representative sample of 1,200 television watchers in Australia.
Qualifying respondents were aged between 18-64 and were a natural fall out of those watching 7+ hours of TV a week from a nationally representative starting sample.
The found that half of the sports streamers have discovered new products as a result of ads placed around sports content, while 31% have bought the product or service advertised.
82% of all Australian over-the-top users can be classified as live streamers according to the study, demonstrating that Australia continues to lead the way on streaming.
James Young, managing director, Australia at Magnite, said: "One of the study’s key findings shows that engagement with live content extends to the advertising that accompanies it.
With more audiences tuning into live TV via streaming than ever before, it’s another indicator that advertisers should be actively exploring this channel to reach high value audiences.”
40% of sports streamers agreed that TV ads are an important part of the viewing experience, 46% said that they are more attentive to ads in sports than those in other genres.
This finding suggests a clear opportunity for advertisers to reach coveted audiences watching their favorite sports matches.
The study also found that more sports viewers intend to stream live sports events including the Commonwealth Games, NRL Grand Final, FIFA World Cup and tennis tournaments, than watch on traditional TV.
Nicole Bence, national sales director of digital at Seven West Media, said: “Historically, live sports has reached mass audiences on a linear service, but that tide is changing with the vast amount of content available live and on demand across OTT platforms.
As we found with the Olympic Games Tokyo 2020, Australians watched more than 4.74 billion minutes on 7plus, making it the biggest digital event in Australian history. Streaming Olympic action on 7plus was particularly popular with younger viewers, with 18% of people 18 to 39 watching exclusively on 7plus, delivering an incremental audience reach on broadcast of 32%.”
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