The Video Futures Collective's inaugural State of Streaming report indicates that 66% of Australians prefer streaming over broadcast, with ad-supported viewers showing higher purchasing intent. The report, which incorporates data from Samsung Ads and IAB Australia, projects a 21% increase in VOD advertising investment for 2027.
The shift in Australian viewing habits provides a data-backed mandate for platforms to prioritize ad-supported tiers over pure subscription models. By demonstrating that streaming audiences possess higher purchasing intent and educational levels than broadcast viewers, the Video Futures Collective is attempting to close the valuation gap between digital and linear inventory. This move aligns with global trends where streamers must prove the quality, not just the quantity, of their reach to secure premium brand budgets. Watch for the quarterly updates to this report to see if the 71% of advertisers intending to increase spend actually follow through as economic conditions fluctuate.
A new Video Futures Collective report reveals that 66% of Australians now prefer streaming over broadcast television. This shift in viewing habits is driving a projected 21% surge in VOD advertising investment by 2027, as advertisers increasingly target streaming audiences who demonstrate higher purchasing intent for travel and accommodation services.
According to the Video Futures Collective report, 66% of Australians now prefer streaming over broadcast television.
WPP forecasts a 21% increase in VOD advertising investment by 2027, following a consistent 10% year-on-year growth trend.
Data from Samsung Ads indicates that streaming accounts for 73% of total viewing hours on connected devices, significantly outpacing linear television's 27% share.
Yes, 71% of advertisers currently intend to increase their spending on streaming platforms.
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