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.

Companies and brands mentioned in this report: Amazon, HBO Max, IMDbTV, Peacock, Pluto TV, Roku, The Roku Channel, Tubi TV, WarnerMedia