Horowitz Research revealed that 53% of TV content viewers who stream feel that they are more focused on and engaged with the shows they watch via streaming, compared to the shows they watch on “regular” TV. The data comes from Horowitz’s State of Viewing and Streaming 2017 report, which provides a comprehensive analysis on the viewing behaviors of streamers, the impact of streaming on attitudes toward TV, and the devices and services used to stream.
“Viewers love that streaming allows them to control, curate, and binge their favorite content, and we have seen how this impacts the perceived value of streaming services compared to linear. Now we are seeing how it is impacting perceptions of the actual content they watch,” says Adriana Waterston, Horowitz’s senior vice president of insight and strategy. “When viewers have this sort of agency, they become more invested in the experience. This translates into stronger fan loyalty, increased buzz, and deeper engagement.”
The study reveals that the positive impact of streaming on engagement with content extends to advertising as well. 38% of streamers say they are more likely to pay attention to ads when they are streaming compared to when they are watching something on TV. This rises to 45% among 18-34 year-olds. Personalization is also key: 45% of streamers report being more interested in watching advertising when it is clear that the ad is targeted to them based on their browsing, shopping, or viewing history.
“The ability to personalize ads, have shorter ad blocks, and experiment with new ad formats, combined with higher engagement with digital content overall, is a win-win for consumers and advertisers alike,” says Waterston. “With digital measurement still a challenge, advertisers have to weigh the relative value of guaranteed reach versus higher perceived engagement.”