Magnite released a research report surveying 905 South Korean adults regarding their consumption habits of ad-supported streaming services. The findings emphasize the growing importance of cross-screen advertising strategies, including the integration of mobile and connected TV, as well as consumer openness to generative AI in ad formats.
The high fragmentation of the South Korean market, where users juggle five services, necessitates a unified cross-screen strategy rather than siloed device targeting. For ad tech providers like Magnite and agencies like WPP Media, the data suggests that CTV's co-viewing benefits must be paired with mobile's high action rate, as 56% of viewers are likely to act on ads when exposed across both. This shift toward hybrid consumption models and receptivity to generative AI indicates a market ready for sophisticated programmatic execution. Watch for whether new ad formats like pause-screen and home-screen placements become standard as 35% of users plan to add new services next year.
A new Magnite study reveals that 67% of South Korean streaming viewers now use ad-supported services, with the average consumer utilizing five different platforms. This shift highlights the need for a unified cross-screen advertising strategy, as viewers show high receptivity to generative AI customization and increased engagement when exposed across multiple devices.
According to the Magnite report, 67% of streaming viewers in South Korea utilize ad-supported tiers.
The average South Korean consumer utilizes five different streaming platforms.
Yes, 52% of respondents indicated a willingness to engage with brands that use generative AI for ad customization.
Live streaming drives higher brand recall, with 46% of viewers reporting they remember ads better during live broadcasts compared to on-demand content.
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