Why Streaming TV Is a Must-Buy
“Streaming TV on Smart TVs has become mainstream in the UK. This is great news for advertisers as it provides a highly scaled, premium environment that delivers performance outcomes unmatched by other digital video platforms.”
GRAEME LYNCH
VICE PRESIDENT, DEMAND, EMEA, MAGNITE
Content quality affects performance.
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.
Definitions:
Streaming TV content is high-quality, long-form programming, including:
TV shows, Movies, Live Sports, News
Video-Sharing Platforms (VSP) content is mostly user-generated and short form, including:
How-to-videos, Product Reviews, Gaming Tips, Pranks and Fails
Streaming TV delivers stronger ad performance than Video-Sharing Platforms.
Streaming TV’s premium content generates more trust and brand recognition for advertisers than ads shown within content on Video-Sharing Platforms.
Source: Magnite Research 2024–2025
Brand Recognition Base: 1 ad exposure
Strong performance translates into purchase behavior.
Streaming TV’s stronger trust and brand recognition leads to purchase interest.
Streaming TV viewers pay attention to ads, find the ads they see relevant, and often discover new brands or products because of the ads they see on Streaming TV.
27% say they often make a purchase.
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