Anticipating the Consumer Demand for Streaming… Like, Everywhere

NAB

5G will open up the streaming TV market to pent-up desire among consumers to watch TV in planes, trains and automobiles, according to new research.

https://amplify.nabshow.com/articles/understanding-the-consumer-demand-for-streaming-like-everywhere/

A study of consumer habits and desires by Vericast found a strong urge to stream TV in autonomous vehicles. Consumers anticipate streaming and self-driving vehicles will merge in the future, with many saying if they could stream TV anywhere inside a self-driving vehicle, they would consider doing it through the center console (41%), on the windshield head-up display projection (24%), or other entertainment screens inside the vehicle (24%).

What’s more, half of us would stream TV during a flight or on long-distance road trips if device availability and connectivity were not a barrier.

“Technology advancements like 5G and broader accessibility in transportation like self-driving cars will continue to increase availability of streaming TV options among consumers,” said Michelle Engle, Chief Product Officer at Vericast. “While Connected TV has been an important marketing channel in recent years, it’s becoming even more critical to omnichannel strategies. With consumers looking to stream more outside of their homes — and new types of connectivity coming into play — brands should evaluate how they’re incorporating CTV into their marketing mix to drive further engagement.”

The survey of more than 1,000 US adults also revealed that three quarters of consumers currently stream content at home via their television and 41% currently stream via a smartphone.

This represents a five percentage point increase over findings from a separate Vericast survey, conducted last February, when 70% of consumers reported that they were currently using streaming TV services and 68% said they were willing to share data with brands to improve their streaming TV ad experience.

Apparently most of us (78% in this survey) want to receive restaurant recommendations and hotel recommendations via ads while traveling to a new destination. Consumers who commute to work are most interested in seeing personalized ads, and recommended restaurants and gas stations on their route.

Vericast suggest this presents a big opportunity for brands to connect with consumers on-the-go through channels such as CTV, email and online advertising.