84% of Indonesian consumers are willing to see ads in exchange for free streaming video

Connected TV (CTV) has become popular in Indonesia with 7 in 10 consumers having access to it and a whopping 92% of consumers surveyed say they have increased their consumption of streaming content during the COVID-19 pandemic lockdown, according to the results of a survey conducted by Integral Ad Science (IAS) called Streaming Wars - The Impact of Stay-at-Home Behaviours on CTV.

According to the report, mobile dominates as the medium of choice in Indonesia, with 76% of consumers using mobile to stream video compared to 29% on CTV.

They showed an increased preference for streaming content-both subscription and ad-supported with 89% having added free streaming due to the COVID-19 pandemic lockdown and 83% added a subscription service.

With 8 out of 10 respondents willing to see ads in exchange for free streaming video, the quality, context, and relevancy of ads becoming key in increasing engagement. In response to the quality and relevancy to the ad being seen during the streaming of the video, almost 6 out of 10 respondents said they prefer high-quality ads (ads appearing in a high-quality environment) when they are watching free streaming video content and more than half of them (56%) said that the ads must be relevant to the content they are watching. Contextual relevance of ads in streaming content helps maintain consumer attention, the majority of consumers (75%) interviewed are likely to view an ad to completion if the ad is relevant to the content they’re engaging with.