Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Video Streaming Service Users Have a Clear Position on Ads

They don't like like seeing them within the platforms

A new survey of US internet users from IBM Cloud Video found that two-thirds of adults used some type of subscription video-on-demand (SVOD) service, such as Netflix.

But perhaps due to the dominance of that service—which was used by 90% of SVOD customers in the survey—streaming service users have some distinct ideas about the role of advertising on their platforms of choice. They don't like it.

In fact, nearly three-quarters (72.3%) of those polled felt any type of ad reduced the viewing experience. And almost 60% even said that more targeted ads would still have a negative effect on their use of streaming services.

Only about 9% thought personalized video ads actually improved the viewing experience.

That's tough news for streaming services looking to advertising to expand their revenue streams beyond subscriptions.

But even getting all of the money owed by subscribers can be tough for streaming services when users share passwords. The survey found that nearly half of streaming service subscribers share their password with family members. A little more than one-third (35.5%) said they didn't reveal their password to anyone.

Consumers also have relatively high expectations for their streaming experiences. More than eight in 10 said they had been forced to wait for content to buffer, while almost one in five had experienced poor video quality.

Despite these potential problems, other data indicates that streaming services are continuing to make gains in popularity. A recent survey from Raymond James revealed that 31% of internet users in the US used a streaming service like Netflix or Hulu as their primary means of watching video content, up from 24% a year earlier.