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Ad-Free Streamers Study

Ad-Free Streamers Study

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 2021 Media Comparisons study found that 42% of A18+ watched TV programs or movies on streaming platforms without advertisements. Obviously, advertisers are unable to air their ads to these viewers, so the TVB zeroed in on ad-free streamers’ media usage to analyze other ways for advertisers to reach them.

Among the highlights:

  • Ad-free streamers do 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 the viewers that stream without ads.
  • 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.

TV of Tomorrow Show Session 2021

TVB CRO, Hadassa Gerber presents the “Reaching Non-Ad Streamers” study at the TVOT conference.
(17 min runtime)

Key study slides:

Source: GfK TVB Media Comparisons Study 2021. M-S 4A-2A. Persons 18+ Plan to buy/lease auto in next year: Yes.
Source: GfK TVB Media Comparisons Study 2021. 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