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VAB Releases Report, Highlights Keys to Streaming Success

A report by the Video Advertising Bureau highlights keys to success in streaming growth. By Ching Wai.

US - The Video Advertising Bureau (VAB) has released its report, titled “Recipe for Success: Six Key Ingredients For Stirring Growth in Streaming”. The year-long study compares episodic and binge releases, and looks into password sharing, preferred ad formats and so on.

The features for a successful streaming strategy, according to the report, include offering a variety of high quality content with an emphasis on sports; high engagement and discovery; fostering loyalty and engagement; as well as offering innovative advertisement experiences.

Sports, especially women’s sports, are a heavily untapped area with potential for growth in the streaming industry. In the last 12 months, 55% of all viewers have streamed live sports, and 42% of females streamed sports, according to the study.

58% of viewers look for value in content - access to exclusive content influences the likelihood of subscribing to a streaming service. More than half of respondents also show preference for discounts, free trials, older content, and ability to share passwords.

The choice of content is reflected to be a key factor for streamer growth as well. The report reflects that 73% of consumers respond positively to having the ability to access all episodes on their own time. At the same time, 52% of consumers respond that they prefer a weekly release, with diverse audiences shown to be more likely to enjoy such a ritual as it allows for more social events. Diverse audiences are also reflected to be more likely to discover streaming shows through social video or influencers.

Nontraditional ad units like pause ads are also shown to be preferred, with 51% of viewers taking action after seeing a pause ad.

Danielle DeLauro, the executive VP of VAB, said, “Streaming is like a recipe that’s constantly being refined by a chef. With new and expanded tiers, offerings and services, consumers are ordering choice, flexibility and engagement—all of which have become table stakes today. The platforms achieving the greatest success in this landscape are those leaning into live events, interactive ads and more diverse programming, which are the elements paving the way for growth and attracting marketers looking to drive business at scale.”

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