World news
👁 Viewers Pay Close Attention to 80% of Streaming Ads
A study by Amplified and VFC (the alliance of Australian streaming platforms) found that nearly 80% of advertising on streaming services (CTV) is watched attentively, while in other digital environments this figure is around 20%.
Streaming ads deliver 59% active attention and 20% passive attention, totaling 79% overall.
Viewer engagement also remains consistently high throughout the full duration of an ad on streaming platforms. On social media, attention to a 15-second ad drops from 75% to 25% in just four seconds.
In terms of attention, streaming video outperforms mobile YouTube by 66%, linear TV by 80%, and scroll-based social ads by 123%. The only format ahead of it is cinema.
Audiences choose streaming content more deliberately and watch it more attentively — including advertisements.
Experts emphasize that this gives advertisers confidence that their message will be viewed in full, not just the opening seconds.
