By Nathalie Tadena
Netflix NFLX -1.04%, Amazon.com IncAMZN +0.21% and Hulu are making it easier for consumers to indulge in hours-long sessions of their favorite TV show. Where does that leave advertisers?
New research from Annalect, Omnicom Media Group’s marketing technology platform, found that 58% of binge viewers enjoy watching at least three episodes of a show in one sitting because they don’t have to watch ads.
The good news for marketers is that the study also found that viewers are willing to tolerate ads under the right circumstances. More than a third of binge-viewers said they wouldn’t mind seeing ads while binge-viewing if it lowered their subscription rate and over a third also said ads provide a nice break during binge-viewing.