Long-Form Content Reigns Supreme: 97% of Consumers Prefer it for Premium Viewing

In a revealing new study, DIRECTV Advertising and Publicis Media have uncovered compelling evidence that long-form content continues to dominate consumer preferences in the premium content space. The research, titled 'Premium, Defined: Long-Form Content Drives Ad Success,' found that an overwhelming 97% of viewers consider long-form content to be the most premium, highlighting its enduring appeal in an era of diverse media options.

The study, conducted by Vital Findings in May 2024, delves into consumers' definitions of premium content and their attitudes towards advertisements within this content. Notably, almost 9 in 10 respondents reported that watching long-form premium content is a good use of their time, indicating a high level of engagement and satisfaction.

Amy Leifer, Chief Advertising Sales Officer for DIRECTV Advertising, emphasized the company's longstanding role in entertainment innovation, stating, 'TV and premium content offer a truly leaned-in experience that forges deep personal connections.' This insight underscores the potential value for advertisers seeking to connect with deeply engaged audiences.

The research also sheds light on consumer attitudes towards advertising within premium content. As the market sees an influx of ad-supported services, the study reveals that most viewers are willing to watch ads in exchange for free or discounted subscriptions. Importantly, 62% of respondents appreciate that brand advertising in long-form premium content makes it more affordable to view.

This appreciation for advertising extends beyond mere tolerance, with two-thirds of respondents reporting that they have purchased a product they've seen advertised within long-form premium content. This statistic highlights the effectiveness of advertising in this medium and its potential impact on consumer behavior.

Liz Leonard, EVP of PMX Lift, noted the challenge in universally defining 'premium' content, as viewer preferences vary. However, she emphasized that long-form content remains a crucial component of advertisers' video strategies due to its perceived quality, integrity, and proven track record of driving engagement and business outcomes.

The study identifies five distinct consumer segments based on their definitions of premium content, offering valuable insights for targeted advertising strategies. In the coming months, brands will have the opportunity to activate these segments within the DIRECTV footprint and across media with PMX Lift, potentially enhancing the effectiveness of their advertising campaigns.

This research comes at a time when the media landscape is rapidly evolving, with streaming services and traditional TV competing for viewer attention. The strong preference for long-form content suggests that despite the rise of short-form videos and social media content, consumers still value immersive, extended viewing experiences.

For content creators and distributors, these findings reinforce the importance of investing in high-quality, long-form content. For advertisers, the research provides valuable insights into consumer behavior and preferences, potentially guiding future media buying and content partnership decisions.

The full report, available at directvadvertising.com/insights/, offers a comprehensive look at the current state of premium content consumption and its implications for the advertising industry. As the media landscape continues to evolve, understanding consumer preferences and behaviors will be crucial for both content creators and advertisers aiming to engage audiences effectively.