Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

Ad Receptivity and the Ad-Supported OTT Video Viewer

By October 17, 2018No Comments

The IAB released a report focused on ad-supported OTT.

Key finding #1: 73% of adults who watch streaming video also consume ad-supported video. This has been a big worry that a large segment of viewers is unreachable with ad-supported content.

Key finding #2: Ad-supported streaming viewers are incremental reach for linear TV ad campaigns.

Key finding #3: Certain demographics over-index in ad-supported streaming.

Share of demos that watch most ad-supported streaming (% of population):
1) Male — 60% (40%)
2) 18–34–44% (30%)
3) 35–54–37% (33%)
4) $75K+ — 34% (28%)
5) Kid in HH — 51% (41%)

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.