An Empirical Study on Viewer Perception Towards Non-Skippable Advertisement on Streaming Applications

Abstract

The research aims to understand the level of tolerance of Non-Skippable Advertisements on viewers and analyze the impact of the same on customer perception across the different streaming applications. The convenience sampling method is adopted to arrive at the sample size of 200 respondents residing in urban Bangalore through the primary source. Gender, age, occupation, qualification, and the income were the variables used to analyze the demographic profile. The independent variable was the non-skippable format of advertisements and the independent variables included tolerance level, viewer behavior and viewer perception. The hypotheses were tested applying One-way Analysis of Variance (ANOVA) and Multiple Linear Regression Analysis statistical tools with the help of Statistical Package for Social Science (SPSS). Advertisements are an integral part of any business. The advertisers began airing advertisements that could not be missed or skipped, forcing viewers to watch these commercials. There has been a spike in such non-skippable advertisements on platforms like YouTube and Spotify, particularly during the pandemic.