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AVOD A market primed for success

Report by Tim Mulligan
Cover image for AVOD
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The 20,000 foot view

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.

Key Insights

  • Between            2020                       2021, average WAU engagement for            leading US AVOD services has            with The Roku Channel increasing            ten percentage points to           
  • However, over-indexing            ad avoidance for video consumers            a key strategic challenge that            consumer tolerance rather than willing            with the ad-monetisation model
  • Despite ad-aversion,            monetisation across leading video behaviours            AVOD consumers exceeds the consumer           
  • AVOD users            now older and earning above            incomes, thus presenting an opportunity            AVOD services to finesse traditional            TV ads with contextual advertising,            personalise value exchange propositions through            ads
  • AVOD has            potential to be the streaming            up’ option for households that            have one or two video            rather than adding yet another            on top

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

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