Attention Research findings for the Video Futures Collective | 2025

The Attentive Power of Video Streaming Advertising

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First industry-endorsed study found attentive viewing of almost 80% for adverts on streaming platforms with minimal drop-off over time

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Amplified, the global pioneer in human-led media measurement, and the Video Futures Collective (VFC), an alliance of Australia’s foremost video streaming platforms, have released the results of the first market-wide, industry-endorsed study of attentive viewing in streaming video advertising. The study found that almost 80% of a streaming video advert is viewed attentively on average, versus around 20% in digital environments.

The disconnect between an advert being served and an advert being seen obscures substantial waste. Time-in-view is the de facto metric for video advertising viewability, but this measures only that an advert was on screen, not that it was being looked at. The VFC deployed Amplified to measure attentive viewing across its members’ streaming video platforms and compare them to other channels.

The study, carried out over 6 months between April and September 2025, analysed real in-room viewing behaviour across 300 Australian households, measuring how audiences engaged with ads on streaming video platforms on connected TV devices (CTV). Using second-by-second active, passive and non-attention metrics, the research benchmarked streaming video performance against other media platform AUD benchmarks including linear TV, scrollable social, mobile video, online display and cinema.