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Across the globe, the streaming landscape is evolving to make room for more – more content, more providers and a growing audience. And, as the landscape evolves, it becomes increasingly important for advertisers to understand how to reach, engage and inspire this expanding audience.
To that end, Kantar and Amazon Ads recently partnered up to compile a report entitled Connected Consumers Canada, composed of third-party research that surveyed 1,000 Canadian adults aged 18 to 64. The objective of the research is to provide an overview of the streaming landscape, what makes the Canadian streaming customer of today such an important audience to reach, as well as actionable insights on how advertisers can reach, engage, and inspire this audience with their brand messaging.
So, who are these ‘Connected Consumers’ the report spotlights? At a top-line level, they are the ones who reported owning and using a smart speaker, smart display, smart TV or streaming device at least once every month.
But the research went further to identify Amazon Connected Consumers (ACC) – a sub-group of customers who use Amazon Music (any device, any tier); who own and use a Fire TV, Fire Tablet, Amazon Echo Show or Prime Video; or who own and use a Fire TV device and watch Freevee, Twitch or Prime Video monthly.
What were the results? At a macro level, the survey found that 91% of General Consumers are now Connected Consumers, clearly demonstrating how critical smart and streaming devices have become to advertisers. But it also showed that 68% of General Consumers have become Amazon Connected Consumers – underlining the reach Amazon has when it comes to connecting with viewers and streamers.
Among its many other findings, the study dug deeper to reveal that Amazon Connected Consumers are more likely to be younger adults, being 13% more likely than General Consumers and 10% more likely than other Connected Consumers to report being in the 18 to 34 demographic. ACC are also 4% more likely than either other group to report having a household income of $40k+, and 11% more likely to report being parents.
As might be expected in this on-demand age, the survey stressed the importance of streaming video advertising when it comes to reaching audiences: 96% of Connected Consumers said they used streaming video services, versus 98% of Amazon Connected Consumers who said they stream video content weekly.
But Amazon Connected Consumers reported being 8% more likely to support ad-supported streaming TV content – and 57% of those customers said they were more receptive to streaming TV ads compared to other types of advertisements.
When it comes to audio listeners, 80% of Amazon Connected Consumers said they stream audio content weekly (38% listen to podcasts, 30% to news). They are also 32% more likely to listen to ad-supported audio content than other Connected Consumers – with 63% of Amazon Connected Audio Consumers surveyed saying they are more receptive to streaming audio ads compared to other ad types.
To make this research easily accessible, Amazon has compiled the results into the infographic found below.
Download a PDF of this infographic
For more information on how Amazon Ads solutions help with advertising and marketing, visit its website.
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