The effectiveness of streaming TV for reaching, engaging, and influencing consumers is under scrutiny in a new report from research company GfK. Two comprehensive studies GfK completed for TVB so far this year, Media Comparisons and The Purchase Funnel, aimed to understand media usage in the US and the influence of different media platforms on consumers’ purchase decisions.
Respondents in the Media Comparisons Study mirrored 2020 Census data, providing a clear picture of national media habits. Meanwhile, The Purchase Funnel Study concentrated on consumers in key advertising sectors. Both studies included questions on traditional linear TV and streaming usage, allowing TVB to compare the effectiveness of ad-supported streaming platforms to linear television.
