Unlocking mainstream AVOD The silver streamer catalyst
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The 20,000 Foot View: Ad-supported video on demand (AVOD) has been championed as the free-to-access equivalent of subscription video on demand (SVOD). However, for AVOD to become the digital successor to free-to-view TV it needs to break out of its current niche user base. This will not be achieved with ad-averse, digitally-native younger audiences – or at least not solely. Instead, the current wave of silver streamers (age now adopting on-demand means a new generation of ad-tolerant, lean-back consumers are now available for AVOD services to unlock. These consumers will enable AVOD services to both deliver mainstream scale and higher-value audiences to advertising partners keen to improve ROI through superior digital targeting and measurement.
Key insights
- The age who make up half of TV audiences are also the engaged with TV advertising
- Broad reach than targeted engagement is increasingly in the digital era
- Over year that stream – the ‘silver – are poised to take mainstream
- Older TV are translating their linear behaviours streaming, with binge viewing displacing viewing for silver streamers
- The digital that currently dominate AVOD audiences ad-averse and low income
- The empowerment on-demand video alternatives to free-to-air is a threat to the ad model, yet it is an opportunity for AVOD to the premier model for an world pivoting into digital-first
- Linear TV and silver streamers over-index for digital ad engagement, with the group the least likely to video ads
- The great ad disconnect (big, high-value audiences ignore ads) represents a major opportunity for AVOD
Companies and brands mentioned in this report: Amazon, HBO Max, IMDbTV, Peacock, Pluto TV, Roku, The Roku Channel, Tubi TV, WarnerMedia