MOVIE AUDIENCE PERCEPTION OF ADVERTISING ON MOVIE STREAMING PLATFORM

The proliferation of movie streaming platforms has transformed the traditional entertainment industry, introducing a new paradigm for digital advertising. This study examines movie audience perception of advertisements on streaming platforms, with a particular focus on how these ads influence satisfaction, brand patronage, and referral behavior. Given the increasing reliance on digital advertising strategies, streaming services have integrated diverse ad formats, including pre-roll, mid-roll, interactive, and personalized advertisements, raising critical questions about their effectiveness and audience reception. Grounded in Agenda-Setting Theory and Uses and Gratifications Theory (UGT), the study explores how streaming advertisements shape audience awareness, engagement, and consumer decision-making processes. Using a quantitative research design, data was collected from a sample of 100 streaming platform users, selected through simple random sampling. A structured questionnaire was employed to measure audience satisfaction levels, ad intrusiveness, brand recall, purchase intentions, and referral behaviors. The findings indicate that while personalized and interactive advertisements enhance brand engagement, intrusive and repetitive ads contribute to ad fatigue, reducing consumer satisfaction and willingness to patronize advertised brands. Furthermore, brand referrals were significantly influenced by audience trust and perceived authenticity of advertisements, underscoring the importance of strategic ad placement and relevance in digital marketing efforts. The study contributes to the growing body of knowledge on digital advertising effectiveness by providing empirical insights into the impact of streaming ads on consumer behavior. The research also highlights critical practical implications for advertisers, streaming platforms, and marketers, emphasizing the need for less disruptive, more engaging, and contextually relevant ad formats. Limitations of the study, including sample size constraints and platform-specific biases, are acknowledged, with recommendations for future research to explore cross-platform comparisons, longitudinal ad effects, and the role of AI-driven personalized advertising.