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Unlocking mainstream AVOD The silver streamer catalyst

Report by Tim Mulligan
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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