More than two-thirds (67%) of consumers globally have streamed live video content and 52 percent of that group prefer free, ad supported live streaming over subscription and a la carte services, according to “Live Video Streaming: A Global Perspective,” an in-depth report released today by the Interactive Advertising Bureau (IAB). The study surveyed consumers from 21 countries around the world— Australia, Brazil, Canada, Chile, China, Colombia, Germany, Hungary, Ireland, Italy, Mexico, Peru, Russia, Saudi Arabia, South Africa, Sweden, Switzerland, Turkey, the United Arab Emirates, the United Kingdom, and the United States. Smartphones are the most popular device to live stream video content, followed by smart TVs. live streaming over subscription and a la carte services, according to “Live Video Streaming: A Global Perspective,” an in-depth report released today by the Interactive Advertising Bureau (IAB). The study surveyed consumers from 21 countries around the world— Australia, Brazil, Canada, Chile, China, Colombia, Germany, Hungary, Ireland, Italy, Mexico, Peru, Russia, Saudi Arabia, South Africa, Sweden, Switzerland, Turkey, the United Arab Emirates, the United Kingdom, and the United States. Smartphones are the most popular device to live stream video content, followed by smart TVs.

Sixty-four percent of those that have streamed live video have engaged with an ad—such as pre-roll or sponsored ads—while live streaming. Viewers in Brazil, Colombia, Mexico, Peru, Saudi Arabia, Turkey, and the United Arab Emirates are the most likely to engage with ads, according to IAB. The most common actions taken in response to seeing an ad during a live streaming session were remembering the brand that was advertised, clicking on the ad, and visiting the brands’ website. Ads within live streaming content were most frequently seen on social media platforms, gaming websites, and apps.

With the FIFA World Cup kicking off tomorrow, the study looked at live streaming intentions among those who want to watch. Overall, 65 percent of those who have live streamed video previously expect to live stream the matches predominantly on smartphones, versus 71 percent who anticipate watching live on linear TV. Slightly more than half plan to watch recorded games either online or on television. Sports fans in Brazil, China, Columbia, Peru, Mexico, Russia, Saudi Arabia, South Africa, the United Arab Emirates, and the United States have the strongest likelihood to live stream the matches.

More here.