CTV Remains Australia’s Primary Live Streaming Screen as Mobile Extends the Experience
New Magnite research finds 89% of Australians now use CTV to stream live content as live viewing expands into a broader, omnichannel experience.
Magnite, the largest independent sell-side advertising company, today released new research “Inside the Live Experience: Live Viewing Behaviour and Ad Engagement in Australia”, revealing that live streaming has evolved beyond sport into a mainstream, multi-genre viewing environment spanning news, entertainment, cultural moments and major events.
The study, which surveyed nearly 900 Australians, found that while live sport remains a key driver of live streaming, nearly half of Australians are now just as likely to stream live TV shows and live events such as concerts, award shows and cultural moments (49%) as live sport (45%). Live news remains the exception, with traditional TV continuing to be the primary viewing method for 51% of Australians.
The research also found live streaming on CTV is often a shared experience, with 66% of viewers streaming live content on CTV in shared home spaces. Mobile plays a significant role and is used by 60% to stream live content and alongside TV to browse online, engage across social media and messaging, or shop. Together, the two screens give advertisers the opportunity to combine the scale and shared impact of CTV with the more immediate opportunities for interaction and action offered by mobile.
Ad Impact and Live Engagement Extend Beyond the Live Moment
The opportunity for audience engagement extends beyond the live event itself, with one third of live viewers engaging with pre- and post-event coverage. Advertising within this shoulder content can also strengthen brand impact, with 53% of viewers saying it makes brandsmore memorable.
Nearly half of viewers can recall an ad from the last time they live streamed, while 42% think brands advertising during live streams are more premium and 38% think they are more trustworthy.
“Australian live streamers are highly connected, omnichannel audiences whoare watching on the biggest screen in the home while also engaging across search, social, messaging, audio and shopping,” said Yael Milbank, Managing Director ANZ, Magnite. “For advertisers, thatmeans the live opportunity is no longer confined to the main streaming event. It extends across related content, conversations and actions happening before, during and after the event, making it critical for advertisers to plan and optimise campaigns across every relevant touchpoint.”
Second-screen behaviour is also creating new opportunities for real-time brand engagement. Nearly half (49%) of viewers regularly use a second screen while live streaming content on TV, and 24% use that second screen to shop online during the experience, making them prime candidates for shoppable ads.
This aligns with the research finding that 59% of actions taken after seeing a live stream ad occur either during or immediately after the live stream, while 37% of viewers are likely to engage with shoppable ads during live streams.
Additional key findings include:
83% of viewers think the ad experience on live streams is equal or better than traditional TV.
75% of live streaming viewers are open to the same or more ads in live content compared to on-demand
70% of streamers are open to brands using AI to make the ad experience more personalised, although 66% would prefer brands to disclose when an ad has been created with generative AI.
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Methodology
Magnite engaged Bounce Insights to execute an online survey of nearly 900 respondents aged 18+ in Australia who watch live content via streaming services. The study explores live viewing behaviours and advertising perceptions across sports, news, entertainment, cultural moments and major events.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, vibrant Mumbai and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
As seen in:
Mumbrella https://mumbrella.com.au/live-news-remains-broadcast-tvs-last-bastion-claims-magnite-932053
AdNews https://www.adnews.com.au/news/live-streaming-goes-mainstream-in-nz