Why Streaming TV Is a Must-Buy
“Our latest research shows that Streaming TV has matured into a primary channel for advertisers in India, offering a premium environment that delivers outcomes unmatched by other digital video platforms.”
GAVIN BUXTON
MANAGING DIRECTOR, ASIA, MAGNITE
Streaming TV delivers stronger ad recall than Video-Sharing Platforms.
Streaming TV’s premium content generates better recall for advertisers than ads shown within content on Video-Sharing Platforms.
Definitions:
Streaming TV. All television content streamed via the internet regardless of the device it is watched on (also known as OTT).
Video-Sharing Platforms (VSP). Apps that enable users to share videos with other users (e.g. YouTube, Dailymotion).
Base 2 ad exposures; Source: Magnite Research 2024-2025
Content quality affects recall.
Streaming TV’s high-quality content is a primary reason for extended viewing sessions—creating a highly involved audience that is open to receiving ads.
Streaming TV content is high-quality, long-form programming, including:
TV shows, Movies, Live Sports, News
Video-Sharing Platform content is mostly user-generated and short form, including:
How-to-videos, Product Reviews, Gaming Tips, Pranks and Fails
Strong recall translates into purchase behavior.
Streaming TV’s stronger recall translates into purchase behavior.
Streaming TV viewers pay attention to ads, find the ads they see relevant, and often discover new brands or products.
32% say they often make a purchase
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