Media Comparisons – Ad-Free Streamers Study

Media Comparisons – Ad-Free Streamers Study

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Reaching Ad-Free Streamers

With an increasingly diverse media landscape, it’s important for advertisers to take every opportunity they can to connect with consumers. TVB’s 2022 Media Comparisons study found that 48% of A18+ watched TV programs or movies on streaming platforms without advertisements. Obviously, advertisers are unable to reach these viewers on these platforms, so TVB zeroed in on ad-free streamers’ media usage to analyze other ways for advertisers to reach them.

Among the highlights:

  • Ad-free streamers spend more time streaming than the average adult, but linear TV still dominates.
  • Linear TV, specifically broadcast TV, has the highest reach among ad-free streamers of all other media platforms.
  • Among key demos and categories, the combination of broadcast TV and broadcast TV websites/apps allows advertisers to reach the majority of ad-free streaming viewers.
  • This group places the most trust in local broadcast TV news of all media platforms, while local broadcast TV websites/apps has the highest trust of digital platforms.

Key study slides:

Source: GfK TVB Media Comparisons Study 2022. M-S 4A-4A. Persons 18+ Car Buyers.
Source: GfK TVB Media Comparisons Study 2022. Persons 18+ Streaming Programs without Ads. Agree Strongly or Agree Somewhat. Q9 – For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB