Despite the rise in streaming viewership, global ad demand fell during the lockdown

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 10, 2020, 2:45 PM UTC

Conviva’s State of Streaming report for the second quarter of 2020 sheds light on advertiser behaviour during the pandemic.

There has been a sharp decline in the streaming video advertising demand in the past quarter. Ad attempts – the number of ads appearing on streaming devices for users - in Q2 decreased by 28% globally and 22% in the U.S. as compared to Q1 2020.

Viewers spent 38% less time waiting for an ad to start in Q2 as compared to Q1. This lag was due to lack of demand as no relevant ads were available for the publishers who tried to fill ad slots.

Connected TV devices like Roku and Amazon Fire TV helped smart TV viewing increase by 239%. YouTube cornered a quarter of the overall share of viewing on connected TVs and consoles in the same period.

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