Live streaming outgrows sport as CTV dominates Australia

Connected TV remains the main screen for Australians streaming live content, but mobile is extending the advertising opportunity beyond the television.

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New research from Magnite found 89 per cent of surveyed Australian live streamers use connected TV, or CTV, to watch live content. The findings suggest live streaming has expanded beyond sport into entertainment, news, concerts, award shows and cultural events.

Live streaming moves beyond sport

The study found 49 per cent of respondents were as likely to stream live television programs and events as they were live sport, at 45 per cent.

Live news was the exception. Traditional television remained the main viewing method for 51 per cent of respondents.

Live viewing on CTV is also commonly shared, with 66 per cent streaming content in communal areas of the home.

Mobile was used by 60 per cent of respondents to stream live content. Viewers also used their phones alongside television to search, shop, message others and engage with social media.

Second screens create a commerce opportunity

Nearly half of respondents, or 49 per cent, regularly used a second screen while streaming live content on television. Almost one-quarter used that device to shop online during the experience.

The study found 59 per cent of actions prompted by live stream advertising occurred during or immediately after the stream. A further 37 per cent said they were likely to engage with shoppable advertising during live content.

Yael Milbank, managing director ANZ at Magnite, said live streaming audiences were moving between connected television, search, social media, messaging, audio and shopping.

“Australian live streamers are highly connected, omnichannel audiences who are watching on the biggest screen in the home while also engaging across search, social, messaging, audio and shopping,” Milbank said.

“For advertisers, that means the live opportunity is no longer confined to the main streaming event. It extends across related content, conversations and actions happening before, during and after the event, making it critical for advertisers to plan and optimise campaigns across every relevant touchpoint.”

Advertising impact continues after the event

One-third of live viewers engaged with coverage before or after an event. This surrounding programming, often called shoulder content, also influenced advertising recall.

More than half of respondents, or 53 per cent, said advertising within shoulder content made brands more memorable. Nearly half recalled an advertisement from the last time they streamed live content.

The research found 42 per cent viewed brands advertising during live streams as more premium, while 38 per cent considered them more trustworthy.

Meanwhile, 83 per cent said the live streaming advertising experience was equal to or better than traditional television. Three-quarters were open to seeing the same number or more advertisements in live content than in on-demand programming.

Seven in 10 respondents were open to brands using artificial intelligence to personalise advertising. However, 66 per cent wanted brands to disclose when generative AI had been used to create an advertisement.

Methodology

Magnite commissioned Bounce Insights to conduct an online survey of nearly 900 Australians aged 18 and over who watch live content through streaming services.

The study examined viewing behaviour and advertising perceptions across sport, news, entertainment, cultural moments and major events.