People participating in the growing sports betting market are more open to streaming ads, compared to those on other platforms, according to research from Samsung Ads.

Samsung Ads polled 500 respondents in Ontario who bet on professional sports with friends or through sports books, exploring their video streaming habits and ad preferences.

The research found that 81% own a smart TV and nine in 10 stream content multiple times each week. Among them, 57% can be reached via ad-supported streaming services, with 26% saying they mostly view AVOD content, 31% viewing a mix of AVOD and SVOD content and 43% viewing mainly SVOD content.

Sports bettors also prefer viewing streaming ads to other format, with 45% of respondents find streaming ads to be an acceptable ad experience, compared to only 21% who feel the same about linear ads. More specifically, 37% find streaming ads more relevant, while 29% find they hold their attention and 29% find there is “a good variety” among the ads.

One in four sports book users bet with an app multiple times a week, while 33% bet multiple times a month. Typically they wager $50 or less per bet, with 40% wagering $25 or less, 26% up to $50, 18% up to $100 and 11% betting more than $100.