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Ad Receptivity and the Ad-Supported OTT Video Viewer

Ad Receptivity and the Ad-Supported OTT Video Viewer

This in-depth study by IAB and MARU/Matchbox both sizes the audience and provides demographics of U.S. video streamers watching Ad-Supported Over-the-Top (ASV OTT) video. It reveals an opportunity for brands to connect directly with key consumer segments through ad-supported video (ASV) delivered over-the-top (OTT). Once ASV OTT viewers were identified, a deep dive survey further explored the video viewer segments to gain insights into their behaviors, attitudes and usage in order to help better target the ASV OTT cohort.

Significant findings include:

  • The largest audience segment of ASV OTT viewers is 18-34-year-old adults and they are likely to be higher income ($75+K).
  •  Nearly three-quarters (73%) of those . . .

     

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