Consumers want only a limited ad load when streaming OTT TV content, according to research across 24 markets from video management company Brightcove.

Why it matters

There is also considerable variation in the choice of device used to stream content. This, combined with a limited ad load, means marketers will need to tailor their creative to the device and level of consumer engagement in order to cut-through and drive effectiveness.

Takeaways

• In 13 of the 24 markets surveyed, primarily in Asia, mobile is the most popular device. Elsewhere, smart TVs and PC/laptop devices prove more popular.
• Additional research...