ad avoidance

Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness

Binge-Watching and Advertising: When Streaming Habits Challenge Ad Effectiveness

  • JOURNAL OF ADVERTISING RESEARCH

Binge-watching dramatically reshapes how consumers respond to advertising on video-on-demand platforms. Drawing on psychological reactance theory, this study reveals that binge-watchers perceive ads as more intrusive and irritating, harming platform loyalty and boosting ad avoidance—unless the ad is highly likeable, which can soften negative reactions and protect platform engagement.

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OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? (Event Summary)

OTTxSCIENCE 2021: Streaming in the New Media Landscape: What’s Next? (Event Summary)

OTTxSCIENCE, held on October 26-27, 2021, presented the latest research-based insights about viewers’ use of streaming services, providers’ strategies to reach and captivate those viewers, and the role of advertising on CTV/OTT platforms. Attendees learned about the evolving AVOD vs. SVOD landscape, advances in measurement as well as fraud detection. Experts explored data on the latest trends, the drivers of viewing behavior and the future of OTT. See the 2021 highlights: Key takeaways, the full event video, and presentations are available for ARF members: If you are interested in becoming a corporate member, please contact New-Member-Info@thearf.org.

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