广告支持的流媒体真的会让你付出更多吗?

人们正在观看更多有广告支持的内容, and there's research that says those ads work in getting consumers to purchase the goods and services advertised. 因此，从长远来看，基于广告的流媒体可能会让你付出更多的代价.

FAST(免费广告支持的流媒体电视)观看量正在增长, in part because the services are getting better at ad integration and building content libraries that appeal to consumers, 根据 Parks Associates. The firm's latest research shows that households watching ad-supported streaming increased from 25% in Q1 2020 to 31% in Q1 2021. Along with this, advertising dollars are transitioning from traditional pay TV to online video. 其中一些服务既有免费的，也有订阅的, and there's nothing shareholders like more than when they can generate revenue from both ads and subscriptions, 保罗·埃里克森说, 帕克斯公司消费技术高级分析师.

We know that people who watch ad-supported content are paying with their attention, but research has shown that ad-supported viewers are actually buying things they see in the ads. OK, you may not go out and buy a new car on impulse, but what about that beer or laundry detergent?

"We actually see that roughly a third of heavy users of ad-based services often click on and subsequently purchase items,埃里克森说. “广告内容确实创造了一个思维过程和反应. It gets through to people even if they will tell you that they don't really like ads, but something in there triggered a thought process that led to conversion to buying something.因此，在现实中，您的FAST观看可能根本不是免费的.

Ad aversion is more common among the users who are regular consumers of ad-supported content. “我们发现41%的广告用户不喜欢看带广告的视频节目, 40%的人对这些广告的频率表示不满,埃里克森说. "But the free factor is the overriding element that still supports the growth of the services. 即使是在这样的背景下, well over 30% of users said that they don't mind watching ads as long as the content comes free.

“根据我们的研究, we found essentially that ad-based OTT users in general have indicated a strong interest in upgrading to a paid ad-free version of the service,埃里克森继续说道. "Those that are using the service a lot are more likely to be open to paying for a paid version."

So, 换句话说, FAST services are getting consumers hooked for free and then moving them to the next level. "Well over half of viewers are willing to pay a monthly fee for ad-free access to the content they watch. 根据价格的不同，这一数字可能远远超过一半的观众. 近80%的人愿意支付1美元.99月费. 超过一半的人愿意付5美元.每月99美元，”埃里克森说.

智能电视目前在56%的美国家庭中使用.S. 宽带家庭. 智能电视的家庭普及率一直在持续上升, and you'll find it fairly hard to buy one that isn't able to connect to the internet. "A lot of these smart TV manufacturers are either rolling [out] their own free ad-supported services—LG Channels, Vizio Watch免费的 +, 三星TV plus——如果他们没有百家乐软件，他们也会合作,埃里克森说. "I would say that the popularity of smart TVs and then free ad-supported services is becoming a checkbox item that TV manufacturers have to include to stay competitive with their peers in the market."

FAST services are going to be a more common and a more substantive part of the OTT landscape because they're becoming more integrated and easily accessible to the average consumer. But in the long run, maybe it's worth subscribing for content if you want to save money.

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