Consumers want only a limited ad load when streaming OTT TV content, according to research across 24 markets from video management company Brightcove.
Almost two-thirds of online consumers say they prefer one or two ads per break. However, this preference declines steeply for three or more. Further, 15% of online consumers want an ad-free experience when streaming TV content.
As well as this, there is considerable diversity in the choice of device used to stream content. This, combined with a limited ad load, means marketers will need to tailor their creativeto the device and level of...