The big screen in the living room is where advertising gets full attention. Large, in the foreground, leaning back. But it makes a difference where on that screen your ad runs. An eye-tracking study shows that, even on one and the same TV, streaming in a premium environment gets significantly more attention than YouTube.
What the study measured
The study was carried out by the Swedish broadcaster TV4 together with the institute COG Research and published via the TV marketer Screenforce. It compared attention on the streaming service TV4 Play with attention on YouTube, under conditions as equal as possible: both on the big screen, both in full screen, both with longer video formats. Measurement was done by eye-tracking in the real living room, while participants watched freely chosen content. Because TV4 is a broadcaster and Screenforce represents the TV marketers, a sober look at the figures is worthwhile, but the method is sound and the gap is clear.
The result: more attention in streaming
Under identical screen conditions, attention on the streaming service was consistently higher. For the programme it was 93 versus 84 percent, for advertising 88 versus 78 percent, and for trailers especially clearly 91 versus 66 percent. Sponsorships reached 81 percent attention in streaming.
The distractions are telling too: on the streaming service, drifting away lasted only one to two seconds, on YouTube five to eight. At the same time, ad exposure in streaming was twice as high, and that with higher attention. The researchers attribute the difference to the viewing mindset, with which people approach a curated programme differently than an endless stream of videos. The Screenforce study "Into the Wild" arrives at the same picture across channels: attention and ad recall are higher in streaming than on YouTube on the big screen. You can find the full short study at Screenforce.
What that means for your advertising
The big screen remains the strongest place for attention, and that is exactly where streaming advertising starts. But the study shows that it additionally matters in which environment your ad runs. In premium streaming, attention is highest, YouTube sits below it even on the same TV. On top of that, most YouTube use still happens on mobile, that is on the small screen with even less impact.
For you that means: whoever wants attention brings their advertising onto the big screen and into a high-quality streaming environment. With onescreen your campaign runs exactly there, on around 40 streaming services and the major channels. You reach the right people not through the environment, but through targeted digital targeting by region and postal code, age, gender and interests. That way you combine the high attention of the big screen with the precision you know from online marketing. Why this relevant attention counts for more than sheer reach is explored in the article Attention Over Reach, and how streaming and social differ in media quality is shown in the article Media Quality: Streaming vs. Social.
Why the big screen is so strong
The reason lies in the situation in front of the TV. People sit down for it deliberately, often together, and engage with the programme. This relaxed, attentive posture means advertising does not rush past unnoticed but lands. More on this is in the article on the lean-back effect. And what connected TV as a channel is all about is explained in the overview What is CTV advertising.
Conclusion
The big screen is the stage for attention, and in premium streaming it plays its strength most clearly. The study by TV4 and COG Research shows with clear figures that streaming gets more attention than YouTube even on the same TV. Whoever wants to use this attention combines the big screen with targeted digital targeting, instead of scattering budget widely.
Want to bring your advertising to where attention is highest? Book a demo and we will show you the options in 30 minutes. Or get started in the Ad Manager.
FAQ
Does streaming really get more attention than YouTube? In the study by TV4 and COG Research, yes, and on the very same big screen. For the programme, attention was 93 versus 84 percent, for advertising 88 versus 78 percent. The study comes from a broadcaster and the TV marketer Screenforce, so the figures should be seen in that light, but the gap is clear.
Is that only down to the bigger screen? No, because in the test both ran on the same big screen in full screen. The researchers attribute the difference to the viewing mindset, with which people approach a programme differently than an endless stream of videos. The big screen is the basis, the premium streaming environment additionally amplifies the effect.
What does this mean for small and medium-sized companies? That advertising on the big screen in premium streaming pays off, because it actually gets seen there. With onescreen you book it without a minimum term and target specifically by region, age, gender and interests.
How do I reach the right audience with onescreen? Through digital, data-based targeting by region and postal code, age, gender and interests. So you choose the people you want to reach, and not just the environment in which your ad runs.