AVOD A market primed for success

Tim Mulligan

March 2022

The leading ad-supported video on demand (AVOD) services in the US have doubled their weekly active users (WAUs) in the past months. While still niche, AVOD is now moving ever closer to mainstream adoption. This is most strikingly seen in the pivot of its userbase, from younger, lower-income demographics to older and wealthier consumers. However, increased adoption is more of an endorsement for free rather than ad-supported services, with AVOD users over-indexing for ad avoidance preferences. Squaring the disconnect between the subscription-free model and the antagonism to ads is AVOD’s next great challenge.

Companies and brands mentioned in this report :Amazon, Amazon Prime Video, , Peacock, Pluto, Fox Corporation, Roku, The Roku Channel, Tubi

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