Hybrid shock How ads will change SVOD
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20,000 foot view: The combined effects of market saturation for subscription video on demand (SVOD) alongside a growing cost-of-living crisis are forcing pureplay SVOD services to modify their ad-free propositions. Disney-owned Hulu has demonstrated the viability of an ad-supported SVOD basic plan, which now offers a blueprint for Disney+ and Netflix. The passive tolerance of ads among most SVOD users, and the increasing importance of ad-familiar silver streamers, will offset short-term churn risks. However, video subscribers over-index for disengaging with ads, highlighting the brand reputation risks. With Apple TV+ now the sole only-ad-free paid video service with global reach, implementing ads into paid video subscriptions increases the disruption risk for incumbents for SVOD services that go down the ad route.
Key insights
- Ad tolerance SVOD services is currently high video subscribers, with only outright to ads in their paid services
- Netflix’s engagement gives it greater flexibility for ad-insertion engagement disruption than leading such as Disney+
- However, subscribers all leading video services over-index TV and online video ad i.e., either skipping or ignoring
- Older demographics less ad averse in SVOD younger demographics
- Over are more likely to be price to existing subscription offerings
- Ad apathy digital natives will be tested long-form video becomes impacted
- Apple TV+ be the surprise winner by Netflix’s ad-free brand reputation
Note: MIDiA defines hybrid SVOD as subscription video services that include an ad-supported subscription tier
Companies and brands mentioned in this report: Alphabet, Amazon, Amazon Firestick, Apple TV+, Barlow and Bear, Century Fox , Comcast, Disney, Disney+, HBO Max, IMDb TV, Paramount, Paramount+, Prime Video, Netflix, Prime Video, Snap, The Unofficial Bridgerton Musical Album Live in Concert, Time Warner, Twitter, Warner Bros. Discovery