Indian viewers show stronger purchase intent and trust for brands advertising on streaming TV: report

India – Majority, or 86% of surveyed viewers in India, believe ads on streaming TV platforms boost a brand’s credibility, while 88% say they trust the brands advertised on these platforms, a report by Magnite revealed. 

The report reveals that streaming TV’s premium environment enhances brand credibility and trust, fostering consumer loyalty. This combination of trust and credibility significantly increases the likelihood of consumers making future purchases.

Magnite’s report also highlights that ads on streaming TV are notably more memorable for viewers. Compared to video-sharing platforms (VSPs), streaming TV achieves higher ad recall, with an 11% increase in unaided recall when an ad is shown multiple times.

This ad recall significantly impacts purchasing decisions, with 32% of streaming TV viewers in India stating they often buy a product after seeing it advertised.

Moreover, the report reveals that the premium nature of streaming TV drives positive brand outcomes. While 100% of streaming TV content is premium, nearly all (92%) of VSP viewers spend most of their time on non-premium content. Premium content fosters focused, intentional viewing, resulting in a highly engaged audience—86% of whom pay attention to ads in this environment.

“The combination of increased internet access coupled with smart TV adoption is powering the rapid growth of India’s streaming TV audience,” said Gavin Buxton, managing director for Asia at Magnite. 

“Our latest research highlights that advertising in streaming’s premium environment yields significantly better results than other digital formats. As streaming TV viewers in India increasingly opt for ad-supported content, advertisers who focus on integrating streaming into their media strategies have a unique chance to reach highly attentive audiences in a premium environment,” Buxton added. 

Prabhvir Sahmey, senior director of ad sales for India at Samsung Ads, also shared, “As the Indian market continues to embrace ad-supported streaming, Magnite’s research findings demonstrate that advertising on streaming platforms drives powerful results compared to other digital channels.”

“Amid the shift in consumer viewing habits, advertisers have valuable opportunities to plan their campaigns around premium streaming TV inventory. Streaming platforms that can consistently deliver an exceptional user experience, along with compelling content that meets the standards viewers have come to expect, will be able to retain subscribers and stand out in a crowded landscape,” Sahmey further explained.