When asked about their favorite type of content to watch, however, slightly more respondents named free ad-supported video (37.3%) than said subscription video (36.7%). Notably, just 4.8% chose the intermediate option of ad-supported subscription video. This underscores the draw of video content that can be accessed for free in exchange for watching ads.
“As OTT video gets a foothold in the region, streaming services are going to want their share of the growth,” said Jodi Susman, CMO of Penthera. “It is crucial for providers to understand what sets viewers in this region apart and to create an optimal user experience that will inspire loyalty from these viewers.”
Regionally, the study found a greater preference for in-stream video ads. Nearly half (49.3%) of respondents said they were partial to that digital video ad format. Pre-roll or post-roll ads were No. 2, with 38.9%, followed distantly by display or banner ads. At the country level, close to 60% of respondents in Colombia and Mexico expressed an inclination for in-stream ads, while the majority of those in Argentina and Brazil favored pre-roll or post-roll ads.